Google Now automatically organises information into simple cards timed to appear when they’re needed, with Proactive apparently geared towards providing iOS users with a similar type of service.

Proactive will automatically provide timely information based on user data and device usage patterns, however will also respect the user’s privacy preferences, according to sources familiar with Apple’s plans, 9to5Mac reported.

9to5Mac describes Proactive as an evolution of iOS’s Spotlight search feature, reporting that it is a long-term initiative that involved the acquisition of small app developers and integration of core iOS apps.

According to the report, it will also work with Apple’s Maps application, displaying personally relevant points of interest using an augmented reality interface, and will integrate with a third-party Siri API codenamed “Breadcrumbs”.

9to5Mac has reported that Proactive will become a new layer within the iOS operating system, and will replace the pulldown Spotlight menu that is currently found on iOS’ home screen.