Apple, which has been steadily accelerating its artificial intelligence strategy under the “Apple Intelligence” banner, reportedly held internal discussions about acquiring fast-growing AI startups Mistral and Perplexity. While no deals have materialized, the talks highlight Apple’s increasing urgency to catch up with rivals like Microsoft, Google, and OpenAI, all of which have staked out major positions in the generative AI market.
APPLE’S QUIET AI STRATEGY MEETS MARKET REALITIES
For years, Apple approached AI cautiously, focusing on behind-the-scenes features such as on-device machine learning for photos, predictive text, and Siri’s limited natural language abilities. That strategy has shifted sharply in 2024 and 2025, with the unveiling of Apple Intelligence at WWDC and a growing emphasis on integrating generative AI into iOS, macOS, and iPadOS.
Even so, Apple remains widely viewed as…