Google just launched its Google Now app via an update to the Google Search for iOS app. The app appears to be exactly the same as the Android version with the exception of users being able to swipe up to launch the Now application.
Google Now pulls information from all of your Google services like Search, Gmail, Calendar, Maps, Chrome browser history, and anything else that is connected to your Google account, then it provides pertinent information to the smartphone owner before they know they need it. Basically it is a concierge without an annoying voice.
Baris Gultekin, Director of Product Management at Google, had the following to say:
"The history of Search can put Google Now in the best context. It's gone from serving links to being able to serve up links, and images, and videos, and deliver a rich experience. And then we wanted to answer natural questions, both in text and in spoken word. So to us, Google Now is the next step. It is answering the question before you ever ask it."