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googlenowWhich online service will be the primary hub on your phone? Google this morning released its “Google Now” service for iPhone and iPad as a new feature of its existing Google app for Apple devices. It’s available by downloading or updating the Google app for iOS.

The service, previously available for Android, features a series of cards with real-time information based on the user’s location and personal data — such as scheduled deliveries gleaned from email, pictures taken nearby, public transit schedules, sports scores, flight information and traffic. It uses predictive algorithms to surface timely information, such as the traffic between your location and your next appointment.

Combined with Google’s top-notch voice recognition, it’s some serious competition for Apple’s native Siri personal assistant. Google has been on the receiving end of this type of competitive move just recently. The release of Google Now comes a few weeks after Facebook unveiled its bid to take over Android devices with its “Facebook Home” interface, which has initially struggled to gain traction.

I’ve been trying out Google Now for iPhone this morning, and ironically, I would actually not mind this being the starting point for my mobile experience, even though (unlike Facebook Home on Android) it has to be launched via the Google app on iOS.

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