Apple is reportedly thinking about buying an artificial intelligence (AI) startup called Perplexity AI. According to a recent report, Apple has had internal discussions about this possible purchase to improve its AI capabilities. The company is looking for ways to boost its AI technology, and acquiring Perplexity could be a big step in that direction.

The discussions about this potential deal were led by Adrian Perica, Apple’s head of mergers and acquisitions. He talked about the idea with Eddy Cue, who oversees Apple’s services, and other important leaders in the company’s AI division. However, these talks are still in the early stages, and there is no guarantee that Apple will make an offer. If the deal happens, it could help Apple create its own AI-powered search engine. This is especially important because Apple’s long-standing agreement with Google, which makes Google the default search engine on Apple devices, might end soon.

Perplexity AI is known for its advanced search technology, which provides real-time answers to questions by pulling the latest information from the internet. The company has been growing rapidly, handling around 780 million queries every month, with this number increasing by more than 20% each month. If Apple buys Perplexity, it could use this technology to develop a smarter search feature for its devices, reducing its reliance on Google.

The report also mentioned that Apple might wait for the outcome of the Google antitrust trial before making any final decisions. The trial will determine whether Apple’s deal with Google will continue or if Apple will need to find an alternative. When asked about the possible acquisition, Perplexity AI said, “We have no knowledge of any current or future M&A discussions involving Perplexity.” Apple has not yet commented on the matter.

Compared to other tech giants like Amazon, Google, and Microsoft, Apple has taken a more cautious approach to AI. While its competitors are aggressively developing large language models and AI-powered business tools, Apple has focused on smaller, more integrated AI features. These include real-time voicemail transcripts, improved Spotlight search, call screening, and translation tools. Some experts wonder if Apple is playing a long-term game or falling behind in the AI race.

There are concerns that Apple’s hesitation to dive deep into cloud-based AI solutions might put it at a disadvantage. Most of the major AI advancements are happening in cloud computing, where companies use powerful APIs and large datasets to create smarter systems. Apple’s reliance on hardware and its closed ecosystem could limit its growth in AI if it doesn’t adapt soon. Without stronger AI offerings, Apple risks losing developer support and falling behind competitors who are building more flexible and advanced AI platforms.

Meanwhile, another report highlights issues faced by Amazon sellers due to the company’s return policy. Some sellers are frustrated with increasing cases of return fraud, where customers receive used or damaged items instead of new ones. Rachelle Baron, the owner of a diaper brand called Beau and Belle Littles, shared her experience with CNBC. She said, “I really don’t think that consumers understand how many small businesses are on Amazon and how their return habits affect small businesses and families like mine.” According to her, Amazon mistakenly shipped used swim diapers to customers after they had been returned in poor condition.

Because of these problems, some sellers are raising their prices to cover losses from fraudulent returns, while others are considering leaving Amazon’s platform altogether. The Fulfillment by Amazon (FBA) program, which handles storage and shipping for sellers, has also seen some merchants pulling back due to these challenges.

Both stories show how big tech companies are navigating challenges—Apple in the competitive AI space and Amazon in maintaining trust among its sellers. For Apple, acquiring Perplexity could be a game-changer, helping it catch up in AI innovation. For Amazon, finding a solution to return fraud will be crucial to keeping small businesses happy on its platform.

As the tech industry evolves, companies must adapt quickly to stay ahead. Apple’s potential move into AI search and Amazon’s struggle with seller trust are just two examples of how even the biggest players face hurdles. The decisions they make now will shape their future in an increasingly competitive market. Whether it’s through acquisitions or policy changes, these companies must find ways to innovate and maintain customer and partner confidence.

The next few months will be critical for both Apple and Amazon. If Apple moves forward with the Perplexity deal, it could mark a major shift in its AI strategy. On the other hand, if Amazon fails to address seller concerns, it could see more businesses leaving its platform. The tech world is watching closely to see how these giants respond to their challenges.

In the end, success in technology depends on staying ahead of trends and solving problems before they grow too big. Apple and Amazon are both at crossroads, and their next steps will determine whether they continue to lead or fall behind. For now, all we can do is wait and see how these stories unfold.