A nearly 3-year-old AI startup has reportedly caught the attention of two of the largest and most influential tech companies, underscoring the fierce competition for AI talent and push to become leaders in what some believe will be the next major evolution of the internet.

Heer notes that Gurman’s story didn’t start this rumor; it was preceded by an analyst’s call for Apple to buy Perplexity. Well, technically, the analyst said Apple “must” buy Perplexity, but that’s just analyst talk for saying why Apple “should” or maybe even just “could” buy Perplexity.

According to Bloomberg, Apple has held early internal discussions — led by its head of mergers and acquisitions — about a possible acquisition of Perplexity AI, the AI-powered search startup founded by Aravind Srinivas. While no formal offers have been made, top Apple executives have considered multiple scenarios involving the company.