Apple Announces HBO NOW, Will Launch on Apple TV in April

At today's Spring Forward media event, Apple and HBO teamed up to announce HBO NOW -- an HBO subscription that lets customers enjoy HBO without the need for a cable or satellite subscription. HBO NOW will run just $14.99 a month and will be exclusive to Apple Products (Apple TV, iPhone, iPad) for three months.

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Apple and HBO today announced HBO NOW is premiering next month, making an HBO subscription available directly to Apple customers for the first time ever. iPhone, iPad, iPod touch and Apple TV users can purchase HBO NOW directly in-app as a standalone service to watch every episode of every season of the best of HBO’s original programming, as well as the biggest and latest Hollywood hit movies, groundbreaking documentaries, sports and exclusive comedy specials—for just $14.99 a month.


“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 favorite 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 senior vice president 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 favorite HBO programs as they air—this is huge.”

More hours of HBO video are streamed to Apple devices than all others combined and now customers can subscribe using the HBO NOW app on their iPhone, iPad, iPod touch or directly on Apple TV for instant access to all the programming they want. For just $14.99 a month HBO fans can enjoy hit series ranging from Game of Thrones, Silicon Valley and VEEP to Last Week Tonight with John Oliver and VICE. At launch HBO will offer a 30-day introductory free trial period to new HBO NOW customers who sign up through Apple.

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Apple also announced a $30 price drop for the Apple TV, which starts at $69 now.