Apple traditionally holds back when it comes to large-scale acquisitions. While competitors invest billions in spectacular deals, Apple typically focuses on small, targeted acquisitions. But that could now change. Regarding artificial intelligence, CEO Tim Cook has openly signaled for the first time that larger acquisitions are also possible – provided the technology is right and accelerates Apple's plans. This creates a new image of Apple as a player in the AI race.
Until now, Apple was considered cautious when it came to acquiring external technologies. The company invested heavily in its own developments and was rarely willing to pay large sums for startups or tech companies. Even its record purchase of Beats in 2014, at $3 billion, remained comparatively small when compared to acquisitions by other tech companies. But the dynamics in the field of artificial intelligence are changing the rules of the game. The pressure to keep up is increasing – and with Tim Cook's recent statements, it's clear that Apple could resort to new means.
Apple is also considering major acquisitions – if they fit the AI roadmap
The current discussion was prompted by the release of the company's quarterly figures for Q3 2025. In the subsequent call, Citi analyst Atif Malik asked whether Apple needed to accelerate its AI roadmap – despite its previous reluctance to make large acquisitions. Tim Cook responded clearly: Apple is very open to mergers and acquisitions to accelerate its own roadmap. The decisive factor is not the company's size, but its technological relevance. Specifically, Cook said :
We're very open to mergers and acquisitions that accelerate our roadmap. We're not tied to a specific company size. We're basically asking if a company can help us accelerate our roadmap. If so, we're interested.
At the same time, Cook pointed out that Apple had already acquired seven companies in 2025 alone – although not exclusively in the field of AI. Names were not mentioned, which is typical of Apple's communication style. Cook added that there is currently no concrete news about a specific acquisition.
Perplexity in Focus – Apple’s Potential Mega-Acquisition
Cook's statements come amid reports of internal discussions at Apple surrounding a potential acquisition of Perplexity, an emerging AI search engine startup. Perplexity recently secured a $1 billion funding round and was valued at over $18 billion. A potential acquisition by Apple would significantly surpass the largest deal in the company's history—not only the Beats deal, but also the total value of all previous acquisitions combined. Although the deal has not yet been confirmed, the discussion provides important clues: Apple could be willing to invest significantly larger sums in the field of AI than before if it results in a technological advantage.
Criticism from analysts – Apple still open
Not all experts welcome the idea of a major AI acquisition. Morgan Stanley recently published a report calling the idea that Apple should acquire an AI search startup "misguided." The analysts argue that Apple should continue to focus on integrated solutions rather than relying on external providers. But Apple's public message remains: size is no longer an exclusion criterion. If a technology has the potential to accelerate Apple's AI strategy, the company is generally open to it—even to billions in investments.
Apple opens up to new paths in AI strategy
Apple is adapting its strategy in the field of artificial intelligence. What once seemed unthinkable is now becoming a real possibility: major acquisitions to catch up in the AI race. Tim Cook's statement is a clear sign that Apple is willing to throw old principles overboard if the technology is right. The future of AI at Apple no longer depends solely on internal development – external stimuli could soon play a greater role as well. (Image: Shutterstock / SnapASkyline)
- Apple sells three billionth iPhone since 2007
- Apple faces record tariff costs in Q4
- Tim Cook: Apple is making progress with personalized Siri
- Apple expands AI division – iPhone remains growth driver
- Apple Q3/2025: Profit, revenue and services on track for record results
