Apple executives held internal talks about buying Perplexity AI, a rapidly growing AI search company. But the discussions are at an early stage, and Apple has not discussed a bid with Perplexity yet. Both parties deny talking about this topic. However, the fact that Apple executives are at least considering such a huge acquisition tells a lot.
Why is this important? It is due to the fact that search, which was controlled by Google, is now beginning to change dramatically. Since ChatGPT, Google Gemini, and other tools are becoming popular, users tend to replace search engine-based applications with AI-based ones. These assistants provide them with summarized, human-like answers. So, at this point, Apple realizes that it will not be enough to make Google a default search engine in Safari. If Apple integrates Perplexity with Safari, it will enhance the user experience.
Perplexity, a startup building an artificial intelligence search engine to compete with Google, recently completed an investment round that valued it at $14 billion. Businesswise, Perplexity is not a small target with its new valuation of 14 billion. News reported on Friday that Meta Platforms Inc. tried to buy Perplexity earlier this year. After Meta failed to reach an agreement with Perplexity, it bought a 49% stake in Scale AI for $14.3 billion.
Apple and Meta have been waging a broader fight for talent. There’s nothing wrong with investing and developing with AI. But if this growth starts to harm human dignity or replace the value of real human beings, then it’s no longer progress, it’s a problem. So, if Apple is growing with AI, while maintaining human rights, then it could be more than just a smart business. It will be a way to help people by reshaping tech in a consequential way.
