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Just as you'd expect them to, Apple is making Siri smarter with the next version of iOS. The assistant will feature an all-new design in iOS 9, contextual reminders and new ways to search photos and videos. But its biggest new feature is proactive assistance which presents the most relevant information without compromising users’ privacy and suggests actions at a particular moment even before you start typing.
Yes, it sounds familiar to Google Now because that's what's Apple is trying to do - to come up similar abilities, since Google's service can be used by iOS users, as well. Here are some more details regarding this:
"iOS 9 can even learn what you typically listen to in a certain location or at a particular time of day, so when you plug in headphones at the gym or hop in the car before work, it can automatically display playback controls for your preferred app. Typed search queries deliver more relevant results from more categories, including sports scores and schedules, videos and simple math calculations."
Apple also mentions that all the proactive assistant data stays is anonymous and on your device and not in the cloud.
Source: Apple
