HBO Now to Launch Exclusively on Apple TV

Apple TV will be the exclusive launch partner for HBO Now, the standalone subscription-based streaming service the pay cabler is rolling out in an attempt to court consumers who don't want to sign up for cable service.

HBO Now will be available for $14.99 a month, starting in April, in time for the return of "Game of Thrones."

Announcement was made at the start of an Apple press event in San Francisco on Monday.

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Apple has sold 25 million Apple TV units to date. The company announced that it's lowering the price of Apple TV from $99 to $69.

HBO Now also will be available on Apple's iPhones and iPads.

"All you need to get HBO Now is a broadband connection and an Apple device," said HBO CEO Richard Plepler. "When you subscribe to HBO Now, you will have access to all our acclaimed original programming -- past, present and future -- as well as our unmatched lineup of Hollywood blockbusters."