Proactive Assistant, Apple’s reply to Google Now

At WWDC today, Apple announced new update to Siri, described as Proactive Assistant. It will be launched with iOS9. The proactive assistant is a personalized assistant app that will enhance the mobile experience through voice commands.

Proactive will be able to infer the commands based on your personal information on your device such as emails, calendar events, or your Passbook information. Proactive assistant seems to serve the same purpose as Google Now does but with focus on privacy. It will be anonymous, and the search will not be associated with Apple ID, hence maintaining the privacy.


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