Apple rarely moves first. But when it does move, it reshapes the industry. With AI transforming every facet of tech—from search to software to devices—it’s time Apple sharpened its blade. And Perplexity AI? That’s the whetstone.
Here are four definitive reasons why Apple should buy Perplexity AI—before OpenAI, Google, or Microsoft lock it down.
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1. A Fast Track to an Apple Search Engine
For years, rumors have swirled that Apple wants to challenge Google in search. But reinventing a search engine from scratch, especially one that leverages AI at the core, takes years—and billions.
Perplexity has already done the hard part. It’s built a fast, citation-rich, ad-free AI search experience that answers like a human and sources like a scholar. Apple could slap its branding on this tech, integrate it with Safari and Spotlight, and instantly compete—ethically, intelligently, and privately.
Why it matters: Apple pays Google an estimated $20 billion annually to be the default search engine on iOS. Buying Perplexity would make Apple the landlord, not the tenant.
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2. Perplexity Aligns With Apple’s Privacy Ethos
Apple’s brand isn’t just luxury hardware—it’s trust. Where OpenAI collects data and Google thrives on it, Apple builds walled gardens where your information isn’t the product.
Perplexity doesn’t rely on ads or invasive data harvesting. It prioritizes transparency, verifiable sources, and user trust. That philosophy fits hand-in-glove with Apple’s privacy-first approach.
Translation: Apple wouldn’t need to fix Perplexity’s values—they’re already built for Cupertino.
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3. It Supercharges Siri, Finally
Siri is the 2011 AI that got lapped in 2016, and now it’s gasping in a world of GPTs and Gems. Apple’s WWDC 2024 announcements teased a smarter Siri, but let’s be honest—it still isn’t Alexa, Bard, or ChatGPT.
Perplexity’s conversational layer could serve as Siri’s brain transplant. Instead of giving you search links or weather forecasts, Siri could actually reason, answer, summarize, cite, and clarify like a true assistant.
Example upgrade: Old Siri: “Here’s what I found on the web.” New Siri (powered by Perplexity): “According to Mayo Clinic and Harvard Health, the most effective treatment is…”
It’s the difference between a parrot and a librarian.
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4. A Defensive and Offensive Play Against AI Giants
Apple has cash. Nearly $60 billion in pure liquidity. But Microsoft already swallowed OpenAI. Google is fusing DeepMind with Search. Amazon has Anthropic in its cart. Meta has Llama. Where’s Apple?
Perplexity is still acquirable. Its valuation (as of early 2025) hovers between $1-3 billion. That’s lunch money in Apple Park. If Apple waits too long, someone else—perhaps even Elon or ByteDance—will buy it and weaponize it.
Buying Perplexity isn’t just about building. It’s about blocking.
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Final Byte
Apple’s next trillion-dollar innovation won’t come from titanium or thinner bezels—it’ll come from intelligence. Not just artificial, but integrated. Perplexity offers a rare shot: an elegant, ethical, and already-functioning piece of that puzzle.
If Apple’s serious about owning the future of search, AI, and the interface itself—it shouldn’t wait.
It should acquire Perplexity. Before someone else does
