HBO Now is available to iPhone, iPad, iPod touch and Apple TV users who can purchase HBO Now directly in-app as a standalone service. The exclusivity will run for three months, after which HBO Now will become available on other devices.
The service will launch just in time for the return of the network’s popular series Game of Thrones, which will start its fifth season in April.
The announcement was made at the Apple March 2015 event. Coinciding with the launch of HBO Now, Apple is also lowering the price of its Apple TV set-top box, which will cost $69, compared to $99 before. Tim Cook said that Apple has sold 25 million Apple TV units to date.
At launch HBO will offer a 30-day introductory free trial period to new HBO NOW customers who sign up through Apple.
“HBO Now is the next phase of innovation at HBO,” said Richard Plepler, Chairman and CEO, HBO.
“With this new partnership, a natural evolution for the network, we have access to millions of Apple customers who are used to getting their favourite apps immediately. Now, they can do the same with an HBO subscription.”
“HBO Now offers a new generation of HBO fans many of the best TV programs in the world without a cable or satellite subscription,” said Eddy Cue, Apple’s SVP of internet software and services.
“Now, with the same simplicity as buying an app, customers can subscribe to HBO Now and instantly start viewing their favourite HBO programmes as they air—this is huge.”
HBO first announced its new streaming service last October. Its other streaming service, HBO Go, launched in February 2010, and requires a cable or satellite TV package and HBO.