Apple is significantly behind in the artificial intelligence race and needs to make a bold move to catch up. Apple's traditional strategy of tight control and iterative refinement isn't suitable for the fast-evolving AI landscape, where rivals are rapidly integrating advanced AI capabilities. Acquiring a company like Perplexity AI could provide Apple with immediate access to cutting-edge AI search and answer technology, along with critical talent. This strategic acquisition would allow Apple to transform its AI offerings beyond the limitations of Siri and maintain its ecosystem's relevance in a world increasingly reliant on advanced AI functionalities. Ultimately, Apple's future competitiveness hinges on its ability to embrace urgency and humility in its approach to AI.