I was genuinely excited when my colleague Mark Gurman revealed iOS 9’s Proactive — Apple’s competitor to the Android assistant Google Now — because it sounded like something that would radically improve my daily iPhone use. “Like Google Now,” Mark said, “Proactive will automatically provide timely information based on the user’s data and device usage patterns,” details Apple confirmed when it officially announced Proactive at WWDC. Google Now’s success made an Apple response inevitable: who wouldn’t want an iPhone that correctly anticipated your needs, reducing your time spent manually hunting for information?
But unlike Google, which Apple CEO Tim Cook has portrayed as a miner of personal data for “God-knows-what advertising purpose,” Apple has positioned itself as a champion of user privacy. As such, Proactive apparently doesn’t use cloud servers to process your personal data, which Google has done to great effect. Instead, iOS processes data directly on your device, so its scope — whatever your device is holding — and utility are a lot more limited. Consequently, the iOS 9 beta version of Proactive doesn’t do much; its features could have appeared on the annual WWDC slide that flashes 50 new iOS additions on screen for less than a minute before disappearing.
Readers, I’d like to ask you a question. We’ve seen what Google and third-party developers are currently doing with Google Now cards, and it’s pretty awesome — everything from helping you manage commutes (like Proactive) and trips (way beyond Proactive) to finding TV shows, scheduling return taxi rides, and sending birthday greetings. My question: would you rather see Apple slowly iterate on Proactive as it sorts through each new feature’s privacy implications, or tackle Google Now with a bolder and more powerful Proactive, privacy be (mostly) damned? A poll is below…
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