Apple chose not to address AI in its WWDC 2025 keynote, yet the company is investigating new advancements in this field. As reported by Bloomberg, Apple has engaged in preliminary internal conversations, spearheaded by its mergers and acquisitions leader, about potentially acquiring Perplexity AI, a search start-up established by Aravind Srinivas. While no formal proposals have been initiated, Apple executives have weighed different scenarios concerning the company.

One possibility is collaborating to embed Perplexity’s technology within iOS, facilitating a native AI search experience. Another avenue being considered is a complete acquisition, which would enable Apple to incorporate Perplexity’s AI technology into Siri or as part of a broader Apple-operated search platform.

The report further indicates that acquiring Perplexity might offer Apple a strategic fallback in case its substantial search agreement with Google, which maintains Chrome as the default search engine on iOS, is terminated by a legal ruling.

In any case, this action would represent a strategic advantage for Apple, which currently trails competitors such as Google and Meta in AI advancements. During WWDC, Apple refrained from providing a timeline for its Apple Intelligence update for Siri. Speculation suggests the company is behind schedule, raising concerns about the revamped Siri’s readiness by the year’s end.