For a few months now we have been hearing that HBO has an internet TV streaming service in the works. Today the cable giant formally confirmed its new service, HBO Now, on stage at Apple’s “Spring Forward” event. The service costs $14.99 per month and is exclusive to Apple devices at least initially. Subscribers will get access to all “past, present and future” content from HBO through this service, on-demand.

HBO CEO Richard Plepler took to the stage today to unveil HBO Now. He didn’t say when the service will be opened up to other platforms and devices.

To access HBO Now subscribers will need an internet connection and an Apple device, like an iPad or iPhone, or the Apple TV. No cable subscription is required as this is a standalone internet TV streaming service.

The first month will be free for all subscribers before they’re required to pay $14.99 monthly for the service. HBO Now is restricted to U.S. residents for now and it is unclear if the cable giant has any plans of taking it to other countries.

While no confirmed release date was announced at today’s event, HBO CEO did say that the service will arrive in time for the April 12th premiere date of the fifth season of Game of Thrones.

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