Apple may have been quiet on the AI front during WWDC 2025 keynote, but behind the scenes, the company is actively exploring new moves in the field.
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According to Bloomberg, Apple has had early internal discussions under its head of mergers and acquisitions to understand the possible acquisition of confusing AI, which was founded by AI-PARE’s search startup by Aravind Srinivas. Although no formal offer has been made, top Apple executives have considered a variety of situations involving the company.
One option is a partnership that integrates confusing technologies into iOS to power a native AI search experience. Another possibility is a full acquisition, which will allow Apple to integrate Proplexity’s AI directly into Siri or the broader Apple-run search platform.
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The report also notes that getting Apple’s confusion could give Apple a strategic back-up if a multi-billion-dollar search agreement with Google, worth billions a year to keep Chrome on the default search engine on iOS, is forced to end with a court order.
In any case, the move will be a strategic victory for Apple, which continues to lag behind competitors such as Google and Meta in the AI competition. At WWDC, Apple once again avoids providing any specific timeline for launching its highly respected Apple Intelligence update for Siri. Rumors suggest that the company is significantly behind plans, questions about whether the remodeled Siri will be ready by the end of the year.
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