Apple and Google Know What You Want Before You Do - WSJ

Applied predictive analytics

"Apple Inc. and Google Inc. are racing to anticipate the needs of their users.

The technology giants, whose software runs nearly all of the world’s smartphones, are adding features to deliver information before users ask for it. Their moves suggest that smartphones will evolve into devices that dispense information unprompted.

The companies are tackling the technology differently, reflecting their own expertise and priorities. Apple’s Proactive Assistant, a feature of its forthcoming iOS 9 software, aims to learn how a user will behave from information stored on an iPhone. By contrast, Google Now combs data from a universe of online services and searches."

Apple and Google Know What You Want Before You Do - WSJ