Google is in no danger. Google Now already has a head start on Siri because it presents things to me before I ask for them. Apple is never going to be able to do that because they don't have the kind of data Google has on their users. Never mind that Apple has a consistent history of failing at projects involving lots of data.

Apple ought to be worried. Every user that switches to using Google Maps/Chrome/Gmail is another user they're losing data on.