Apple Inc. (NASDAQ:AAPL) has reportedly been working on a secret project started by its late founder Steve Jobs to “put a dagger into the very heart” of Google.Inc (NASDAQ:GOOG) (NASDAQ:GOOGL), according to Avram Miller, a retired vice president of Intel Corporation (NASDAQ:INTC).

Apple Brand Loyalty

Project Found

In a blog post, Avram said Jobs felt betrayed by Eric Schmidt, then-CEO of Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) and a member of the board of directors of Apple Inc. (NASDAQ:AAPL) from 2005 to 2009, when he learned about the search engine giant’s plan to use the Android operating system to compete with the iPhone.

Apple-search-engine

At the time, Jobs perceived the potential impact of the Android operating system: it could cut Apple Inc. (NASDAQ:AAPL) to its knees. He reportedly decided to work on the secret project called “Found” to compete with Search—the core business of Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL).

“Jobs understood that Search was a very vulnerable area that had no stickiness other than possibly the brand behind it…Yes, Google built up an amazing advertising business around Search. But advertisers would always go where the “audience” went. It was not important to Apple to monetize Search, what was important was for Apple to disable the Google money machine to defend its franchise,” wrote Avram.

According to Avram, Jobs found an Israeli scientist who developed an algorithm for search. Its effect is similar to what Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) did on Alta Vista using page ranking. Jobs made sure to keep the project secret to protect the reputation of Apple Inc. (NASDAQ:AAPL) in case it failed, but if turns out to be successful, it could be devastating for the search engine giant.

Avram said Jobs made Tim Cook, chief executive officer of Apple Inc. (NASDAQ:AAPL), promise to continue Project Found.

Steve Jobs to announce Found

Avram claimed that Apple Inc. (NASDAQ:AAPL) managed to develop Found with the ability to revolutionize search. According to him, the Cupertino-based iPhone and iPad maker is preparing to launch Found in a big way in September 2015. The late Steve Jobs will introduce Found to the public.

The project was very important to Jobs. He pre-recorded an announcement for Found before his death and instructed Cook to use it.