Apple TV will be the exclusive launch partner for HBO Now, the standalone subscription-based streaming service the pay cabler is rolling out as an attempt to court consumers that 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.”

Announcement was made at the start of an Apple press event, in San Francisco, on Monday.

Apple has sold 25 million Apple TV units to date. The company announced it is lowering the price of Apple TV from $99 to $69.

HBO Now also will be available on Apple’s iPhones and iPads.

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“All you need to get HBO Now is a broadband connection and an Apple device,” said HBO CEO Richard Plepler. “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.