Apple Reportedly Buys Israel’s PrimeSense for $345 Million

Apple has reportedly bought PrimeSense, Isralian company that stays behind the Xbox Kinect’s 3D-sensor technology.

The Cupertino based company has reportedly acquired PrimeSense, an Israeli producer of chips that enable three-dimensional machine vision. Photo: Prateek Rungta/Flickr

This isn’t the first the first reports of the deal, which worthed Apple $345 million. Initially, some sources claimed that Apple was in talks to acquire PrimeSense at a valuation between $280 million and $300 million, Mashable writes.

A spokesperson for PrimeSense previously declined to comment, saying: “We can’t comment on what any of our partners, customers or potential customers are doing and we’re not commenting on rumors.”

Apple and PrimeSense weren’t immediately availbale for comments on the latest reports.

PrimeSense has raised $85 million from Israeli and U.S. venture capital funds such as Canaan Partners Global, Gemini Israel and Genesis Partners, Israeli local news agencies said.

“We are focused on building a prosperous company while bringing 3D sensing and natural interaction to the mass market in a variety of markets such as interactive living room and mobile devices,” a spokeswoman for PrimeSense said.

PrimeSense’s unique technology, which provides digital devices with the ability to observe a scene in three dimensions, was used to help power Microsoft’s Xbox Kinect.

Speaking of game consoles, it should be mentioned that Microsoft Xbox’s rival, Sony PlayStation 4 was finally lauched for public in New York a few days ago.

The standard version of the latest version of the popular console goes on sale for $399 in the US.

The new device runs on an 8-core x86 processor and features a 500GB hard drive, a Blu-ray/DVD drive and 8GB of GDDR5 memory. The box also includes a new DualShock 4 controller with touchpad, as well as the new PlayStation 4 Eye — provided consumers want to pay the extra $59.

If a user wants to enjoy the online/multiplayer features of games, the new version of the famous console will require a PS Plus membership which costs $49.95 for 12 months. The service also includes automatic system and game updates, 3GB of cloud storage, access to additional game trials, betas, demos and the ‘Instant Game Collection’.

The list of new features for the PS4 includes the possibility to start playing games before they’ve downloaded completely.

The question is whether Sony will manage to compete successfully Microsoft keen to court all types of entertainment consumers.

“I don’t think I see that as a risk,” says the President of Sony Computer Entertainment Andrew House.

“We’re doing our best to balance messaging. I think it’s a question of positioning at the right point of a platform’s lifecycle. We felt it was very important, based on, frankly, a lot of learning from the PS3 experience, to be crystal clear about targeting a principal market first and making sure that this product is seen to be exciting and relevant to them. That’s not to the exclusion of other possibilities.”

Sony hopes that its “open courting of the burgeoning independent scene” will help to find some creative alternatives, pushing the frantic and visually stunning shoot-em-up Resogun as one of their key launch titles.

“With each successive generation it’s very difficult to predict what will be the dominant game style that will really take off during that period,” House says.“For the original PlayStation it was “arcade game quality in the home.”

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