Apple’s AI Desperation: Why Buying Perplexity Could Be Cupertino’s Last Chance

By Dr. Hernani Costa — Sep 6, 2025

Apple faces a high-stakes decision in AI. Discover why acquiring Perplexity may define the next decade for Siri, iPhone, and Apple’s innovation engine.

Apple executives are internally debating major AI acquisitions, with Perplexity and Mistral topping the list at valuations of $20 billion and $14 billion, respectively. Services chief Eddy Cue champions aggressive dealmaking while software chief Craig Federighi pushes for in-house development. With Apple Intelligence features delayed until 2026 and competitors advancing rapidly, the clock is ticking on what could be Apple’s most critical strategic decision in decades.

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Apple’s AI predicament has reached a tipping point. While the company sits on $158 billion in cash, every day of hesitation narrows their acquisition options and inflates target valuations. The recent antitrust ruling preserving Google’s $20 billion annual payments to Apple provides breathing room, but it doesn’t solve the fundamental problem: Apple is losing the AI race.

You can imagine how companies that wait too long to make strategic AI moves find themselves permanently disadvantaged. Apple’s situation exemplifies this classic corporate dilemma - when incremental innovation meets exponential technological shifts, even the most successful companies can quickly become irrelevant.

In this analysis, we’ll examine why Apple’s traditional "build over buy" philosophy may be its undoing in the AI era, how internal power struggles are paralyzing decision-making, and why acquiring Perplexity could represent their best path forward. You’ll discover why the companies that act decisively now will dominate the next decade of computing, while those that hesitate risk becoming footnotes in tech history.

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Why Apple’s AI Strategy Is Broken

Apple’s AI challenges run deeper than delayed features or underwhelming product launches. The company faces a fundamental strategic misalignment that threatens its competitive position across all product lines.

The Intelligence Gap Widens

Apple Intelligence was supposed to be the great equalizer, demonstrating that the company could compete with Google and Microsoft in AI capabilities. Instead, the rollout has been a masterclass in missed expectations. Key Siri improvements have been pushed back to spring 2026, while competitors continue to advance at breakneck speed.

The gap isn’t just about features - it’s about strategic vision. While Google integrates AI across its entire ecosystem and Microsoft transforms productivity tools with Copilot, Apple remains focused on incremental improvements to existing products. This approach worked brilliantly for previous technology transitions, but it’s inadequate for the new AI world.

Internal Conflicts Paralyze Progress

The Information’s reporting reveals a company at war with itself over AI strategy. Eddy Cue, who was instrumental in creating the iTunes Store and helped with the Beats acquisition, pushes for aggressive AI acquisitions. His track record demonstrates an understanding of how external partnerships can accelerate capabilities that would take years to develop internally.

Meanwhile, Craig Federighi represents the traditional Apple approach of building everything in-house. This philosophy has historically produced Apple’s most successful products, but it requires time - a luxury Apple may no longer have in AI development.

My Take: The Hidden Cost of Perfectionism

From my experience working with several organizations, I’ve noticed that perfectionism can become paralysis when facing rapid technological change. Apple’s culture of polishing products until they’re flawless has served them well in hardware and traditional software development. However, AI development cycles are measured in months, not years, and waiting for perfection can cause them to miss the market altogether.

The Perplexity Opportunity: More Than Search

Perplexity is more than just an AI search engine - it’s a gateway to conversational computing that could fundamentally change how users communicate with Apple devices.

Beyond Siri’s Limitations

Current Siri struggles with understanding context and retrieving real-time info. Perplexity’s technology tackles both issues with its AI-powered search engine that blends large language models with live web indexing. Users get direct answers with citations, removing the frustration of sorting through search results.

For Apple, this feature could transform not only Siri but the entire device experience. Imagine asking your iPhone complex questions about current events, receiving nuanced answers with source citations, all while upholding Apple’s privacy standards through on-device processing whenever possible.

However, Apple recently announced its ‘World Knowledge Answers’ project - an internal AI-powered search engine for Siri scheduled for March 2026, suggesting the company may be building competing technology rather than acquiring it.

Strategic Timing and Valuation

Perplexity is now targeting $20 billion valuation, which is significant, but it is only a small part of what Apple might pay later if the company’s growth continues. The AI search startup’s progress shows clear signs of becoming a category leader: quick user adoption, strong interest from investors like Jeff Bezos and Nvidia, and technology that solves real user problems.

More importantly, Perplexity stands out as one of the few major AI companies not already controlled by big tech. Unlike OpenAI (Microsoft partnership) or Anthropic (Google/Amazon backing), Perplexity remains independent - a window that won’t stay open indefinitely.

The Network Effect Advantage

Acquiring Perplexity would give Apple access to real-time search data and user query patterns across millions of interactions daily. This data could inform not just search improvements but broader AI development across Apple’s product ecosystem. The insights generated could accelerate Apple’s own AI model training while providing competitive intelligence about user needs and preferences.

Mistral: The European Wild Card

While Perplexity provides immediate search features, Mistral offers a different strategic opportunity centered on efficient, deployable AI models that support Apple’s on-device privacy principles.

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Efficiency Meets Privacy

Mistral’s focus on smaller, faster models that can run locally rather than relying on cloud infrastructure directly addresses Apple’s biggest AI challenge. The Paris-based company has built a reputation for creating models that deliver strong performance while remaining efficient enough for edge deployment.

This focus on efficiency could address Apple’s core conflict between AI capabilities and privacy protection. Instead of sending user data to cloud servers, Mistral’s models could provide advanced AI features while keeping processing local on the device.

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European Regulatory Hedge

Mistral’s European roots give Apple strategic benefits in managing the growing complexity of global AI laws. The EU’s AI Act and mounting worries about American tech dominance make European AI collaborations politically beneficial.

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At a $14 billion valuation, Mistral offers a more affordable entry into advanced AI capabilities, although industry sources suggest the company isn’t among the top-tier AI model producers. This positioning presents a strategic dilemma: Mistral may not deliver enough technological innovation to justify an acquisition.

Anthropic: The One That Got Away

Recent funding news highlights why Apple’s window for major AI acquisitions is quickly closing.

Exponential Value Growth

Anthropic’s journey from a $61.5 billion valuation in March 2025 to $183 billion by September demonstrates the explosive growth potential of leading AI companies. This tripling of value in six months illustrates exactly why Apple’s wait-and-see approach becomes exponentially more expensive over time.

The company’s revenue run-rate jumped from $1 billion to $5 billion in just eight months, showing the kind of rapid monetization that makes acquisition targets prohibitively expensive. For Apple, Anthropic now represents the "one that got away" - a company that would have provided world-class AI capabilities but is now financially out of reach.

Technical Excellence Meets Market Reality

Internal Apple evaluations reportedly showed Anthropic’s Claude outperforming Apple’s own AI models in handling complex queries. This technical superiority, combined with Anthropic’s focus on AI safety and responsible development, would have aligned well with Apple’s values.

However, Anthropic’s current valuation makes acquisition nearly impossible, even for Apple’s substantial cash reserves. The company’s success serves as a cautionary tale about the cost of strategic delay in rapidly evolving markets.

Bringing It All Together: The Path Forward

Apple faces a crucial moment that will decide its relevance in the AI age. The company’s core strengths—ecosystem integration, user experience design, and privacy—are still valuable, but they are not enough without competitive AI skills.

The Urgency Factor

Every quarter, Apple delays major AI investments; its options become more limited and costly. The market has already shifted from speculative AI investments to proven revenue generators, as shown by Anthropic’s rapid growth and Perplexity’s increasing user adoption.

Companies that establish AI leadership now will gain from network effects, data advantages, and user loyalty that get harder to surpass. Apple’s window for transformative AI acquisitions is closing quickly.

Strategic Recommendation

From my perspective, when helping organizations through AI transformation, Apple should focus on acquiring Perplexity. Though more costly than Mistral, Perplexity provides immediate value to users, which could enhance Siri and serve as a foundation for wider AI integration across Apple’s ecosystem.

The acquisition would signal Apple’s commitment to AI leadership while providing the real-time information capabilities that users expect from modern AI assistants. More importantly, it would give Apple control over a rapidly growing AI platform before it becomes unaffordable.

The Alternative Scenario

If Apple continues its current trajectory of delayed AI features and incremental improvements, the company risks becoming a premium hardware manufacturer in an AI-software world. The iPhone’s dominance won’t protect Apple if users increasingly rely on AI-powered services that work better on competing platforms.

The companies implementing major AI strategies now - whether through acquisition or intensive internal development - will define the next decade of technology. Apple can either lead this transformation or watch from the sidelines as others shape the future of computing.

Final Thoughts

Apple’s AI dilemma represents more than corporate strategy - it’s a case study in how even the most successful companies can struggle with technological transitions that favor speed over perfection.

The path forward requires abandoning the comfort of internal development timelines and embracing the urgency of the AI moment. Whether through acquiring Perplexity, accelerating internal AI development, or finding innovative partnership structures, Apple must act decisively.

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Written by Dr Hernani Costa and originally published at First AI Movers. Subscribe to the First AI Movers Newsletter for daily, no‑fluff AI business insights, practical and compliant AI playbooks for EU SME leaders. First AI Movers is part of Core Ventures.