A standalone streaming service from HBO , the US network behind Game of Thrones , will launch exclusively on Apple devices . Called HBO Now , the service will be available in the US for $ 14.99 ( £9.90 ) a month from April and will include all past , present and future HBO programming . The announcement comes as Apple cuts the price of its Apple TV device from $ 99 ( £65 ) to $ 69 ( £45 ) in an effort to make it competitive with the likes of Google Chromecast . Scroll down for video . A streaming service from HBO , the US network behind Game of Thrones , will launch exclusively on Apple devices , said HBO chief executive , Richard Plepler ( pictured ) during an Apple special event in California today . Apple said the HBO now service be available through a new channel on Apple TV and on Phones and iPads , at an event in San Francisco today . However , it will only be exclusively available through Apple for three months before moving on to other platforms . New York-based HBO , a unit of Time Warner , has so far been available only to customers with a pay television subscription . The service will be available for iOS devices along with Apple TV set-top box , providing access to shows like Game of Thrones ( left ) and the Sopranos ( right ) Price : It available in the US for $ 14.99 ( £9.90 ) . The first month is free for early-bird subscribers . Launch date : April . Devices : Apple TV and on Phones and iPads from three months exclusively . it will then move on to other web-based systems . What can you watch ? All past , present and future HBO programming . This includes Game of Thrones , the Sopranos , Veep , Silicon Valley and Sex in the City . Where can you watch it ? Outside the US , HBO programmes are available through online and pay TV subscription services , such as Sky . The HBO Now service however , is currently only available in the US . The company has not yet revealed whether HBO Now will be rolled out internationally . With HBO Now , the company is aiming to reach people who have broadband access but do n't want to pay for a traditional TV package of dozens of other channels . For the monthly fee , viewers will be able to get HBO content without having to pay for an entire cable package , the company said . The first month is free for early-bird subscribers , the company added . 'This is a transformative moment for HBO , ' said chief executive Richard Pepler after an introduction from Apple Chief Executive Officer Tim Cook . The service will ship with the Apple TV in the US , which is now at a lower price of $ 69 ( £45 ) . The price cut is a reaction to devices such as the Google Chromecast having lowered their price to $ 35 and Roku 2 costing just $ 70 . Time Warner said it wants to push its HBO Now service to the 10 million broadband households that are not subscribed to a cable TV bundle service . It is also targeting the 70 million US cable TV subscribers who are n't HBO subscribers . Outside the US , HBO shows are available through online and pay TV subscription services , such as Sky . They include Game of Thrones , the Sopranos , Veep , Silicon Valley and Sex in the City . The company has not yet revealed whether HBO Now will be rolled out internationally . The service will ship with the Apple TV in the US , which is now at a lower price of $ 69 ( £45 ) .The price cut is a reaction to devices such as the Google Chromecast having lowered their price to $ 35 and Roku 2 costing just $ 70 . The company has not yet revealed whether HBO Now will be rolled out internationally .
HBO is the US network behind Game of Thrones and the Sopranos . Service be available on Apple and iOS exclusively for three months . Apple TV has also cut the price of Apple system from $ 99 ( £65 ) to $ 69 . It has not yet revealed whether HBO Now will be rolled out globally .