According to Israeli publication, Apple has purchased PrimeSense, the company behind the original Microsoft Kinect’s technology somewhere near a valuation in the $345M 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.

Calcalist reported in July that Apple was mulling a purchase for somewhere in the neighborhood of $280M.  PrimeSense had issued a denial that it was in talks to be bought by Apple. As we know with past history surrounding these type of matters, company denials don’t often mean much in the grand scheme of things.

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 $350M, 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 issued the following “no comment”:

“PrimeSense is the leading 3D technology in the market. 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. We do not comment on what any of our partners, customers or potential customers are doing and we do not relate to rumors or recycled rumors.”