iOS 9 will introduce Proactive, a new service to take on Google Now

Thanks to the fact that it has access to information from not just other Google services, but dozens of third-party apps as well, Google Now offers a level of functionality that Siri simply can’t compete with. Rather than transforming Siri into a better competitor, however, Apple is reportedly working on a new product known as “Proactive” to compete with Google Now directly. The service will pull information from numerous apps and will be integrated into iOS 9 in a way that not even Siri can boast. 

Much of Apple’s focus at WWDC will reportedly be on strengthening the security in iOS 9, but 9to5Mac has a big scoop that claims the company is working on a major new predictive intelligence feature. Apple is allegedly going to introduce a new initiative currently code-named “Proactive,” and it sounds a lot like Google Now—maybe even more powerful. The system is being designed to leverage Siri, Contacts, Calendar, Passbook and third-party apps to proactively (get it?) provide information before users even ask for it. That could mean sports scores, weather, directions, etc. all showing up without a user querying the different apps and services. 9to5Mac says Proactive will be an entirely new layer within iOS, and possibly replace the Spotlight pulldown menu for a screen to the left of the Home screen (not unlike stock Android or where Apple used to hide universal search; it’s also something we’ve been asking for since 2013). When you’re in the new service, users will be greeted with a dedicated search bar, along with information based around apps, contacts and maps.