#AI horizons 25-06 – market news

Apple is exploring a potential acquisition or partnership with Perplexity, the fast-rising AI search engine startup, as it seeks to diversify its AI strategy and reduce its reliance on Google Search. Internally, Apple executives—including M&A head Adrian Perica and Services VP Eddy Cue—are evaluating how Perplexity’s technology could enhance Safari, Siri, and Apple’s broader ecosystem. Meanwhile, Anthropic’s Claude takes a bold step beyond chatbot utility with a feature that lets users build and test AI applications directly in the chat interface—an inflection point for hands-on AI prototyping. Both moves signal the next phase of AI strategy: integrating intelligent tools into everyday products and workflows.

Key Points

• Apple is in internal talks about acquiring or partnering with Perplexity to develop native AI search capabilities.
• Executives, including Perica and Cue, have met with Perplexity’s CEO, Aravind Srinivas.
• Apple seeks alternatives to its $18B Google Search deal amid regulatory pressure.
• Anthropic’s Claude now allows users to build and interact with AI apps inside the chat interface.
• Claude-generated apps span games, writing assistants, and agent workflows, accessible via API.

Apple’s Strategic Pivot Toward AI Search

For over a decade, Apple’s search experience has been anchored in its lucrative agreement with Google. But the digital landscape—and regulatory environment—is shifting. Under growing antitrust scrutiny, Apple is reassessing the long-term viability of its $18 billion deal that makes Google the default search provider across its devices.

Perplexity, known for blending conversational interfaces with real-time internet search, represents a compelling alternative. Apple has yet to make a formal offer, but internal discussions have intensified, and top-level meetings with Perplexity’s CEO have already occurred. The move would serve multiple objectives:

• Reduce Apple’s legal exposure in the U.S. and EU by weakening its Google reliance.
• Accelerate integration of generative AI across Apple products—especially Safari and Siri.
• Establish a differentiated, privacy-centric AI search engine native to Apple’s ecosystem.

A full acquisition would mark a bold move, but a strategic partnership could offer Apple the flexibility to test and scale Perplexity’s technology while keeping options open. Given Perplexity’s rapid ascent and Apple’s broader AI ambitions—especially with Apple Intelligence coming to iOS—this move would mirror Apple’s classic pattern: integrate emerging technologies before competitors do.

Claude Transforms from Assistant to Builder

Anthropic is redefining what users can do inside an AI chatbot. With its new app-building feature, Claude lets users describe a tool—say, a task tracker or a study aid—and generates a live, working version within the same interface.

This beta builds on the “Artifacts” capability introduced earlier, but now moves fully into application creation and interaction. Core features include:

• Real-time coding and preview: Users see their app update instantly as they tweak prompts.
• Full app API access: Developers can share tools, and billing is assigned to the user accessing the app, not its creator.
• Multi-use cases: From casual games to productivity tools to agent-driven workflows, Claude becomes a canvas for invention.

Available even to free users, this rollout democratizes rapid prototyping—no IDEs, no setup, just a prompt and a result. In this way, Claude pivots from passive responder to active co-creator, aligning with a broader trend where LLMs serve as development environments for non-technical users.

Business Implications

For Apple

• Diversification: By adopting Perplexity’s engine, Apple can reassert control over a core user touchpoint—search—while defending against monopoly accusations.
• Ecosystem Enhancement: Native AI search would be a major upgrade for Siri, whose slow evolution has left Apple behind Amazon, Google, and now OpenAI.
• Valuation Dynamics: Perplexity’s valuation—reportedly over $1B—may rise sharply if Apple makes a formal offer, triggering interest from other tech giants.

For Anthropic

• Market Differentiation: By transforming Claude into a builder platform, Anthropic breaks away from the “chatbot arms race” and enters the productivity app arena.
• New Monetization Streams: With usage billed to app viewers, Anthropic is laying the groundwork for an app economy within Claude.
• Wider Adoption: By including the feature in free and paid plans, Claude could drive higher user engagement and retention.

Why It Matters

Apple’s potential move toward Perplexity signals more than competitive reshuffling—it marks a long-overdue AI reboot for Apple’s core services. Whether through acquisition or partnership, native AI search would redefine how users interact with Safari, Spotlight, and Siri.

Meanwhile, Claude’s evolution shows where the next frontier lies: not just smarter AI assistants, but accessible creation environments. As businesses and developers seek faster ways to build AI-powered tools, Claude’s new features could lower the barrier dramatically.

Together, these shifts reflect a deeper trend—AI is becoming the interface for creation itself.