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The reason Apple bought PrimeSense may have nothing to do with an iTV

Published Nov 27th, 2013 7:50AM EST
Apple PrimeSense Acquisition Analysis

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Immediately after Apple officially announced that it had bought up Kinect inventor PrimeSense for $360 million, many analysts began speculating that Apple would use PrimeSense’s technology as the basis for key applications on its long-rumored “iTV.” But Jessica Lessin’s sources say that Apple had been eyeing PrimeSense not for anything TV-related but for its ability to help the company improve its oft-maligned iOS Maps application.

In particular, Lessin’s source claims that “PrimeSense’s technology is much more strategic for mapping” and that “PrimeSense’s motion-sensing technology for gestural controls is a little bit behind and that Microsoft doesn’t use it in the Kinect” for its next-generation Xbox One. Apple has been plugging a lot of money into improving iOS Maps so it definitely makes sense that it would use PrimeSense’s technology to get some kind of edge over Google in the mapping realm.

Brad Reed
Brad Reed Staff Writer

Brad Reed has written about technology for over eight years at and Network World. Prior to that, he wrote freelance stories for political publications such as AlterNet and the American Prospect. He has a Master's Degree in Business and Economics Journalism from Boston University.