Media are best understood as a competition for attention on internet-connected screens. Phones, tablets, laptops, monitors, TVs—it's all just glass.

The day has come: You can finally get HBO without a pay TV subscription.

The new service, HBO Now, is only available in the United States to people who own an Apple device or get their internet service from Cablevision. Other options are coming soon.

HBO Now is a streaming service aimed at cord cutters, though some people who already pay for a television subscription may drop it now that they can get HBO on its own. The service costs $14.99 per month, though HBO is offering a 30-day free trial. You can sign up using an iPhone, iPad, or Apple TV, and then use the service on that device or on the web at HBONow.com.

Not coincidentally, the launch comes ahead of the April 12 premiere of the fifth season of Game of Thrones, the network’s most popular show. While HBO Now was widely expected to launch this week, it’s nevertheless a significant milestone for the network and its parent company Time Warner, which long said it wasn’t interested in offering standalone subscriptions.

HBO Now What it looks like on an iPhone.

For the first three months, HBO Now will be available exclusively through Apple (not counting Cablevision or other television and internet providers that might join soon). After those three months, the service is expected to be available through other digital devices like Roku, Amazon’s Fire TV, and Sony’s PlayStation.

A version of the HBO channel will launch on Dish’s streaming TV service Sling TV, although that is slightly different from this new HBO Now offering.