×
You will be redirected back to your article in seconds

HBO Now to Launch on Apple TV

Price of Apple TV reduced from $99 to $69

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.”

It’s planned launch on Apple devices that will also include iPhones and iPads, was made at the start of an Apple press event in San Francisco on Monday.

Apple’s exclusive rights to HBO Now, however, covers the first three months after launch and only non-MVPDs.

That means that HBO Now could still launch on a cable provider at the same price in April, as well, but not on platforms like Google’s Chromecast and Roku.

HBO continues to be in discussions with its existing network of distributors and new digital partners to offer HBO Now, the company said.

“The overwhelming majority of our customers prefer to access video via digital cable bundles for convenience, service quality and the unmatched value,” a spokesman for Cox Communications said. “That said, our goal remains to provide customers the content they want on the platforms they choose. Clearly we have a good relationship with HBO, we’re both highly motivated to continue to attract customers to the cable ecosystem and we continue to discuss ways to evolve our offerings to better meet customer needs. We’re talking to HBO to better understand the service they’ve announced, but our distribution agreements have not changed.”

The three largest MVPDs — Comcast, DirecTV and Dish Network — declined to comment.

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 during the press event. “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.”

Similar to HBO Go, HBO Now will offer access to more than 2,000 of the network’s title online. That includes “Game of Thrones,” “True Detective,” “Girls” and “Veep,” “True Blood” and “Sex and the City,” but also upcoming series like “Westworld,” with episodes to appear on HBO Now as they air on the pay cabler.

Popular on Variety

More Biz

  • CBS Studios Exterior

    CBS Credit Union Manager Sentenced to 14 Years for $40 Million Fraud

    Edwin Rostohar, the longtime manager of the CBS Employees Federal Credit Union, was sentenced on Monday to 14 years in prison for embezzling $40 million. The massive fraud left the credit union insolvent. It was shuttered and taken over by the University Credit Union, which assumed the accounts of 2,800 members. Rostohar pleaded guilty in [...]

  • United Talent Agency Reveals New Logo

    UTA Unveils New Logo, Corporate Image

    UTA raised the curtain Monday on a new corporate logo. The three-dimensional image is meant to emphasize the talent agency’s focus on uniting ideas, opportunities and talent. Building signage with the new logo will go up next month at UTA’s headquarters in Beverly Hills. “Our new identity captures the multiple facets and intersections of our [...]

  • Tribune Tower

    FCC Approves Nexstar Acquisition of Tribune Media

    The FCC has voted to approve Nexstar’s $4.1 billion takeover of Tribune Media, paving the way for Nexstar to become the nation’s largest owner of television stations with more than 200 outlets serving a wide swath of the country. FCC commissioners voted 3-2 to approve the merger agreement that was reached in December. Nexstar’s pact [...]

  • Endeavor co-founder Ari Emanuel

    Endeavor Aims to Raise $620 Million With IPO

    Endeavor disclosed Monday that it expects a price between $30 and $32 per share for its initial public offering in the fall. Endeavor — the parent company of WME, UFC, IMG, Endeavor Content, Professional Bull Riders and other assets — aims to raise as much as $620 million with the sale of 19.4 million shares. [...]

  • Overall View of the Rose Bowl

    One Dead, One Injured in Rose Bowl Parking Lot Shooting

    One person was killed and another was injured Saturday night following a shooting in a Rose Bowl parking lot, the Pasadena police confirmed. According to a statement from the police department, police responded to reports of a physical altercation and shots fired at 11:22 p.m. near the area of Arroyo Boulevard and Seco Street, where [...]

  • Felicity Huffman

    Felicity Huffman Issues Apology After Receiving Prison Sentence: 'There Are No Excuses'

    Felicity Huffman issued a long statement of apology on Friday after receiving a two-week prison sentence for paying to illegally boost her daughter’s SAT score. In the statement, Huffman, in addition to saying  she accepts the court’s decision, acknowledges and apologizes to other parents fighting to get their children into college. Along with the prison [...]

More From Our Brands

Access exclusive content