Apple is considering buying Perplexity AI to strengthen its artificial intelligence efforts

Apple is reportedly in internal discussions about a potential acquisition of Perplexity AI, a fast-growing startup specializing in artificial intelligence models, Reuters reports. The move could be a significant step in the development of Apple Intelligence and the improvement of Siri voice assistant.

The talks come as Apple tries to close the AI gap with rivals like Google, OpenAI and Samsung. The integration of Perplexity AI technologies is expected to also allow the company to create new products, including improved smart home devices and augmented reality glasses.

Apple is also looking to create an alternative to Google's search engine in its Safari browser, which is especially relevant amid antitrust investigations. Google currently pays Apple about $20 billion annually for its default search engine status, but that partnership could be reconsidered.

Apple's interest in Perplexity could also be an obstacle for Samsung, which, according to recent reports, intends to integrate this AI as a voice assistant in the Galaxy S26 series.

However, these are only internal discussions at the moment, and there is no official confirmation of a deal yet. If Apple's acquisition of Perplexity is confirmed, it will significantly improve its position in the artificial intelligence industry.