Jonny Evans takes a tour through iOS 9’s proactive intelligence. The proactive concept is not being marketed by Apple as an individual feature, rather as an overall approach to seeding contextual awareness throughout the iOS 9 experience.

To get a sense of this, go to the iOS 9 preview page or the iOS 9 press release and search for the term proactive. Not a product, more of an approach.

One point that stands above others, from the end of Jonny’s writeup:

So, with all this information inside of iOS 9, what about privacy? Do you really want Apple knowing where you go, who you know, where you work and what you do?

Apple wants you to keep your private lives private.

This is why (unlike competitors who want to make money from insights into your private lives) it has engineered Proactive to process its data directly on your device, rather than in the cloud. This means your life does not become some Alphabetized telephone book for surveillance, sale or sociopathic snooping.

Just so.