HBO will launch a service exclusively for Apple users: HBO Now will cost $14.99 per month for all owners of iOS devices and Apple TV set-top boxes. The service offers access to such shows as Game of Thrones and Veep.

HBO announced the launch, saying that the users will have access to all HBO’s acclaimed original programming: past, present and future, plus a range of Hollywood blockbusters. To subscribe for HBO Now, you will need a broadband connection and an Apple device.

HBO Now has been long anticipated and is recognized as a significant moment in the United States, as access to HBO’s shows there has previously required a cable TV contract. However, now the so-called cord-cutters will be able to subscribe on a standalone basis.

The announcement of a new service was not a total surprise, as the company has already announced the plans to launch it in October 2014, but HBO didn’t reveal its first partner at the time. The company promised to launch a standalone, over-the-top HBO service in the US and explore models with new partners. Apparently, Apple became first of those.

HBO explained that there are 80 million homes not coved by HBO subscription, and the company was ready to do its best to go after them. HBO has an existing application “HBO Go”, available to cable TV customers only.

At the same time, Apple dropped the price of the Apple TV by 30%, saying that more than 25 million units had already been sold by far, and the company decided to make the boxes even more accessible for those who want to take advantage of that device. The company also confirmed it would become one of the launch partners for HBO Now, the new streaming service from HBO, which released GoT, The Sopranos, Girls and more.