Apple lands HBO streaming service as a launch exclusive

Mike Snider | USA TODAY

HBO's new standalone streaming video service will launch early next month exclusively on Apple TV.

HBO CEO Richard Plepler, serving as the first guest at Apple's event in San Francisco, announced Apple TV would be the exclusive partner for the new service's launch.

"We couldn't be prouder," Plepler said.

Priced at $14.99 per month, the service will have access to all of HBO's original content "past, present and future," Plepler said. Those who subscribe in April will get their first month free and have the service in time to watch the April 12 return of Game of Thrones.

Streaming video leader Netflix (NFLX) saw its shares, which opened at $454.93, fall to $441.20 immediately after the announcement. It then rose to $444.32, down 2% for the day.

Shares of HBO's parent company Time Warner (TWX) rose slightly to $85.07, up from its $84 opening. Then it dropped a bit to $84.69, up 0.68% for the day.

Customers will be able to subscribe to the service using an HBO Now app on their iPhone, iPad or iPod touch, or on Apple TV. Users can purchase HBO Now directly in-app for $14.99 a month. In addition to being able to watch on Apple TV and Apple devices, subscribers can also watch programming on HBONow.com. Subscribers can have up to three simultaneous HBO Now streams.

Like HBO Go, its mobile app for pay-TV subscribers to the service, HBO Now will offer more than 2,000 titles including current series such as True Detective and Veep and older series including The Sopranos, Sex and the City, Deadwood, The Wire and True Blood.

Apple CEO Tim Cook also announced that the Apple TV price would be lowered from $99 to $69. "If you don't have one yet, now is the time," Cook said. "Apple TV will reinvent the way that you watch television."

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