In this case, the brain in question is Perplexity, an AI platform that’s done enough to impress investors and analysts, especially when stacked against Apple’s snoozy internal efforts.

According to Wedbush, the smart move would be to buy Perplexity outright, which they call a “no brainer.” Irony is lost on Wall Street, or Apple.

Apple’s AI efforts, or lack thereof, haven't yet derailed earnings for Q2 2025. But investor patience appears to be wearing thin. Talk of replacing Apple chief executive Tim Cook has started doing the rounds, and Wedbush seems happy to fan the flames.

The analysts told AppleInsider it’s “crystal clear” that Jobs' Mob won’t get anywhere with its current AI strategy and must pursue external options if it wants to catch up. Perplexity, previously rumoured to be worth $14 billion, is now seen as a $40 billion ticket to relevance.

That figure is eyebrow-raising, not least because Apple’s biggest acquisition to date was Beats for a modest $3 billion. Burning more than ten times that on one AI startup would be a radical shift, and it’s unclear whether Cook has the stomach for it.

Talks between the two firms were apparently held before, but it's anyone’s guess where they stand now. Later today, Apple is expected to rattle off vague promises about advanced AI features arriving next year. Whether that will calm shareholders or anger them more is another matter.

Even if the board is split, Cook still has enough loyalists to back him against a hostile push. But with rivals sprinting ahead and investor anxiety rising, sitting still might not be an option for much longer.