What Is Perplexity And Why Does Apple Want To Buy This AI Company?

9 hours ago

Last Updated:June 23, 2025, 11:33 IST

Perplexity is just another AI company but biggies like Apple and Meta are said to be looking for a deal to buy the firm.

Apple is looking at companies like Perplexity to build its AI force

Perplexity is just another AI company that has built tools like AI assistant, search engine and even has a voice chatbot. But in the last few weeks, reports claim both Meta and Apple have considered buying this company to strengthen its AI tools.

Apple’s case for a full-fledged AI ecosystem is far more critical because of the Siri delays till 2026, and its overall AI tools failing to light up the market. So what is so special about Perplexity that you have these tech giants linked with and looking to buy this AI company?

What Is Perplexity And What It Offers

Perplexity is an AI company supported by Amazon chief Jeff Bezos and tech giant Nvidia. It has launched an AI-powered search engine, a voice assistant and even lets you generate AI videos using text prompts.

Unlike traditional search engines, Perplexity delivers more conversational and informative responses while citing sources, a feature that enhances transparency. Users can type queries and receive concise, source-backed answers, along with suggestions for related topics. It is making tools that are similar to ChatGPT and Gemini which makes it ripe for a giant like Apple that continues to rely on external forces for its AI push in 2025.

Why Does Apple Want To Buy?

Apple has internally discussed buying Perplexity, as reported by Bloomberg recently. The company needs a big AI push to jumpstart its ambitions that are lagging for multiple reasons. Apple wants to build its AI service on user privacy which means the dataset to train the AI model is limited.

iPhone users can trigger ChatGPT or Gemini to explore more features but that is done by sending the data to the external servers, and Apple does not vouch for the safety of that data. Perplexity is rumoured to be valued around $18-20 billion and buying this AI company opens up internal solutions for Apple and gives them more leeway to build a stronger and more effective Siri, possibly relying on the AI workforce that it acquires with the company.

The talks have mostly gone internal among the senior decision makers at Apple but the loud noises around this deal suggests Apple or Meta (or someone else) could pull off buying this company to aid their own AI ambitions and future.

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S Aadeetya

S Aadeetya, Special Correspondent at News18 Tech, accidentally got into journalism 10 years ago, and since then, has been part of established media houses covering the latest trends in technology and helping fr...Read More

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