Apple reportedly in talks to acquire Kinect inventor PrimeSense [updated]

A new report suggests that Apple is interested in acquiring the company whose technology powers Microsoft’s Kinect motion sensor. According to Calcalist, Apple is in talks to buy 3D sensing specialists PrimeSense. The Israel-based company previously worked with Microsoft on the original Kinect sensor, licensing its hardware design to Microsoft and providing the technology that powers it. Apple is said to be interested in PrimeSense in an effort to further compete with Samsung and Google in the living room. The company also holds “essential patents” in the home entertainment category that could prove useful for Apple and its rumored iTV. Talks are said to be in early stages, however Apple is reportedly looking to acquire PrimeSense for around $280 million.

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UPDATE: According to Seth Fiegerman at Mashabe, PrimeSense denied reports that it’s in talks to be acquired by Apple.

This article was originally published on BGR.com