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| An iPhone displaying the Apple Intelligence interface. |
Apple is preparing to make aggressive moves in artificial intelligence, signaling a shift from its traditionally cautious approach. After years of incremental progress, the company is now openly considering large acquisitions to close the gap with AI leaders such as Google and Microsoft.
CEO Tim Cook recently confirmed that Apple is willing to pursue sizable mergers and acquisitions to accelerate its AI strategy. This marks a departure from past practice, as the company has typically focused on smaller, targeted purchases. In 2025 alone, Apple has already bought several AI startups to strengthen its research and development capabilities.
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| Perplexity AI app shown on a smartphone screen. |
Among the potential targets is Perplexity AI, a $14 billion startup specializing in AI-powered search and chatbot technology. Acquiring Perplexity could modernize Siri and give Apple more control over search tools, reducing reliance on external providers. Another candidate is Thinking Machines Lab, founded by former OpenAI CTO Mira Murati, which develops advanced multimodal AI systems and employs talent from top AI companies.
Apple’s recent AI push also includes building new data centers, designing specialized chips for machine learning, and expanding its in-house AI teams. Industry analysts see these acquisitions and infrastructure investments as a way to quickly integrate next-generation capabilities into consumer products such as iPhones, Macs, and wearables.
The company’s deep cash reserves and strong quarterly revenue give it the flexibility to pursue large deals without straining its finances. If these acquisitions move forward, Apple could reposition itself at the forefront of AI innovation and strengthen its ecosystem ahead of competitors in a market that is moving at unprecedented speed.