With Apple planting their flag firmly in the ground of user privacy and security, I’m more willing to give their service a shot. Proactive looks almost exactly like what I’ve dreamed of… and it’s only the start of what could become a life-changing set of technologies. I want in.
- Richard Anderson for Sanspoint.

Apple is very aggressively positioning themselves as the anti-Google while showing that they can give you most of the Google features you love. I don’t think the new “proactive” features are as good as what Google offers with Google Now (and especially Google Now On Tap), but it may be close enough for most people.