A series of reports from Israeli publication Calcalist.co.il claims PrimeSense, the company behind the original Microsoft Kinect’s technology, is in acquisition talks with Apple, somewhere near a valuation in the $280-300M range.  According to the report, a delegation of PrimeSense senior executives visited Apple’s engineering offices in recent days. The purchase would bolster Apple’s living room TV interface offerings and allow Apple to add controls with body movements and hand gestures to its products.

Apple purchased Israeli Flash chip optimization company Anobit in late 2011 for $400M+, also originally reported by Calcalist. The company now functions as one of Apple’s R&D centers in country.

We’ve heard previously that Apple is working on such 3D gesture interface and may have already been licensing IP from the Israeli firm and/or its competitors. At $280M, Apple may believe it’s better to own this IP and technology rather than let others have access to it in the future.

Apple has its own patents on similar 3D technology and has been working on its own gesture-controlled OS (below).

Microsoft used the sensor technology that PrimeSense developed for its original Kinect, previously known as Project Natal, but has since replaced the technology with its own in-house technology for 3D body mapping and movement.

PrimeSense went on to work with Asus on its WAVI Xtion living room home media controller (video) and has since shrunk chips down to be used in tablets and phones (another area of  Apple interest)

PrimeSense was founded in 2005 and is a founding member of OpenNI, an industry-led non-profit organization formed to certify and promote the compatibility and interoperability of Natural Interaction (NI) devices, applications and middleware.

Update: PrimeSense has issued a denial that it is currently in talks to be bought by Apple. As we know with past history surrounding these type of matters, the company’s claims might not mean much.