Why Apple Might Finally Buy an AI Company – And Why That’s Weird

Tim Cook says Apple is “open to AI acquisitions.” Which is like hearing that the Amish are now into crypto.

Summary

Apple’s CEO just hinted at a major shift in its famously tight-lipped acquisition strategy.
Facing mounting Wall Street pressure over its AI progress, Apple may be eyeing a big-ticket deal like Perplexity AI.
Here’s what’s going on – and what Apple’s AI future might actually look like.

The Cult of Internal Innovation—Under Siege

Apple is not exactly known for shopping sprees.
Its biggest deal ever? Beats. $3 billion. That was over a decade ago, and arguably mostly for the headphones’ vibe.
Since then, Apple has preferred to build everything in-house, at a glacial but gorgeous pace.
(Are we sure Siri isn’t still running on iOS 6?)

But now, things are getting...weird.
On Apple’s recent earnings call, Tim Cook said the company is “open to acquisitions that accelerate our roadmap.”
He added, “AI is one of the most profound technologies in our lifetimes.”
Which is not a particularly new statement—except when it comes from the most cautious man in Silicon Valley.

Also: Apple’s stock is down 15% this year. That helps explain the sudden openness.

The Numbers Behind the Shift

Let’s be clear: this is still Apple. They’re not blowing $100 billion on a ChatGPT clone tomorrow.
But this is a shift in tone. So what’s the catalyst?

• AI race pressure: Microsoft owns OpenAI. Google has Gemini. Meta has... whatever Zuck is cooking this week.
• Apple? Siri is still asking you to repeat yourself.
• Wall Street wants action. Analysts like Dan Ives are saying Apple should just go buy Perplexity AI already.
  • Estimated price tag: $30–40 billion.
  • Potential earnings bump: +$75/share, per Wedbush.

Cook did mention Apple has acquired seven companies this year already.
Just not ones you’ve ever heard of. And “nothing big in dollar terms,” he said.
Translation: yes, but also no.

Why Perplexity Makes (Surprising) Sense

The Perplexity deal would be wild. But also... maybe logical?

• Apple needs a search fallback. Its $20B+ per year search deal with Google is under antitrust scrutiny.
  If that gets killed, Apple needs an in-house alternative. Perplexity could be it.
• It's brand-aligned. Perplexity’s clean UX and privacy focus match Apple’s style.
• And it’s cheaper now. If OpenAI was $80B+... $30B is a discount, kind of?

Still, let’s not get ahead of ourselves. Apple’s M&A team moves slower than iMessage on Android.

Why Now?

Because the stock is down. Because regulators are circling. Because Siri is embarrassing.
Because even the most beautiful walled garden starts to rot if you don’t plant new things.

Apple's AI efforts (Apple Intelligence!) are still in beta, literally and figuratively.
And with Siri’s major upgrade delayed until 2026, the company needs something now to show it’s serious.
Like, say, a flashy acquisition headline?

Editor’s Notes – What's the Play Here?

This isn’t just about search or Siri.
It’s about Apple’s identity. Is it still the company that only builds? Or will it start buying brains too?

For developers: Apple opening its AI stack could be huge. Especially if it needs help catching up to open models.
For investors: This may finally be Apple’s “AI moment.” Just don’t expect it to look like Meta’s.
For competitors: A bold Apple could make search, devices, and productivity tools a lot more... closed again.

Takeaways

• Apple is hinting at breaking tradition with potential AI acquisitions—maybe even big ones.
• The Perplexity rumor is real, and it solves more than one problem.
• But don’t expect a sudden pivot. Apple still likes its secrets slow-cooked.