Apple’s ‘Proactive’ to take on Google Now with deep iOS 9 search, Augmented Reality Maps, Siri API | 9to5Mac

Tangentially, see How Google Now Tries to Be Useful, Personal, Efficient, and Not Creepy (Fast Company)

"After several years of quiet development, Apple is readying a major new iOS initiative codenamed “Proactive,” which will leverage Siri, Contacts, Calendar, Passbook, and third-party apps to create a viable competitor to Google Now for Android devices. Like Google Now, Proactive will automatically provide timely information based on the user’s data and device usage patterns, but will respect the user’s privacy preferences, according to sources familiar with Apple’s plans."

Apple’s ‘Proactive’ to take on Google Now with deep iOS 9 search, Augmented Reality Maps, Siri API | 9to5Mac