Apple acquires Israeli start-up for $345 million


Founded in Tel Aviv by a group of ex-IDF gamers, PrimeSense specializes in 3D motion-sensing technology.




The global technology giant Apple confirmed on Monday that it has acquired Israeli start-up PrimeSense in a deal valued at $345 million, Israel Radio reported.

Apple logo

Apple logo – Photo: REUTERS/Yuri Gripas

PrimeSense first made headlines after its 3D motion-sensing camera was used for Microsoft’s Kinect gaming system. It was founded in Tel Aviv by a team of twenty-something gaming enthusiasts who gained extensive technological know-how through their service at an elite military intelligence unit.

“We live in a world in which technology is becoming more and more sophisticated, with an array of applications and features which are complicated and tiresome for the consumer to use, like remote controls and buttons to push. The technology we have developed provides a platform that sees and is unseen and can seamlessly be integrated with other technologies,” Aviad Maizels, president and founder of PrimeSense, told The Jerusalem Post in an interview in 2010.

“The idea is that the consumer can use machines and appliances that understand them seamlessly,” he said. “Our vision is that in the future you will see a natural interface which is being adopted everywhere and to every aspect of life.”


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