Apple acquires Israeli start-up PrimeSense

JERUSALEM (JTA) — Apple Inc. confirmed that it has purchased the Israeli start-up PrimeSense Ltd.

The purchase price for the company, which provides motion-tracking chip technology and 3D sensing, is $350 million, according to the Israeli business daily Globes.

PrimeSense continues to officially deny the deal, which Apple announced late Sunday night. The companies reportedly have been in negotiations and close to a deal for months.

Apple will embed PrimeSense’s technology in the smart TV which is scheduled for launch in 2015, according to Globes, and may use it in other Apple products.

“Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans,” an Apple spokeswoman told media outlets.

PrimeSense previously worked with Microsoft, developing the Kinect 3D system for the Xbox 360.