Apple Inc. is considering a strategic partnership with Perplexity, an AI startup, marking an aggressive attempt to expand its AI functionalities and possibly challenge the supremacy of Google’s search engine on iPhones. This collaboration seeks to implement Perplexity’s sophisticated AI-based search technology as a substitute for Google Search on Safari as well as an additional AI voice for Siri, Apple’s virtual assistant, shifting from a dependency on ChatGPT and Google’s AI services.
A New Frontier for iPhone Integrated Search Functions and Voice Assistants
Eddy Cue, Apple’s senior vice president of services, confirmed the conversations with Perplexity in his testimony during the Google Antitrust Trial, indicating Apple’s willingness to explore expanding their partnerships beyond OpenAI’s ChatGPT and Anthropic’s Claude. This is part of Apple’s broader strategy to mitigate reliance on Google, whose search engine has been the default on iPhones for over 20 years and is estimated to have paid Apple $20 billion in 2022 as part of the deal. Perplexity combines AI technologies with large language models and the web index of Microsoft Bing to interactively answer questions with context and citations. This offers a new, and perhaps more transparent, way for users to search. Apple’s action could change the game for mobile search and AI assistants, with consequences for Google’s advertising revenue and share of the AI market.
Samsung Electronics is simultaneously negotiating a deal to invest up to $500 million in Perplexity, intending to preload the app and assistant on new Galaxy devices, starting with the Galaxy S26 expected in early 2026. Samsung plans to embed Perplexity’s search capabilities into its Internet and Bixby, persuading other smartphone manufacturers to depend less on Google by developing an AI-powered operating system is a strong motivation for Samsung. This simultaneous focus from other smartphone makers highlights the growing importance of Plenitude and the shift manufacturers make to broaden their AI partnerships and capabilities, moving away from the monopoly of Google and OpenAI.
Apple’s Financial Strength Fuels AI Expansion
In the fiscal report of Q1 2025, Apple recorded a staggering revenue of $95.4 billion. Major growth drivers include Mac revenue growth at 7%, service revenue surpassing expectations and setting an all-time high of $26.6 billion, and finally iPhone revenue growth aided by the new iPhone 16 series. Wearables, home, and accessories revenue declines greatly for Apple. Despite the ever-growing 900 million tariff, lawsuit juggernaut, Apple was able to net 24.8 billion, with $133 billion in cash and securities. And all of this nonsense gives Apple way too much money to burn on AI innovation like partnerships and technological development.
Wall Street Keeping a Bullish Perspective for Apple
Apple is expected to provide its broader platform updates in the coming WWDC on 9 June 2025. However, it won’t be bringing any major AI features into the fold which leads us to speculate about the partnership discussions with Perplexity. As rumors have it, Apple is looking to use 2025 as a “gap year” for AI, which means all eyes will be on enhancing Siri and more services through advanced AI technology in 2026. If these changes are made, Apple devices would provide a completely new user experience offering advanced query and responder systems eliminating Google’s reign over mobile device searching for ages. This would result in intelligent, human-like dialogue with users making the entire assistant experience feel seamless, reshaping the framework of engagement within Google’s mobile device searching monopoly.
