Apple CEO Tim Cook announced at the company’s media event on Monday that the price of the Apple TV set-top streaming box has been lowered to $69, down from the previous $99 price level. Unfortunately, the company did not offer any news on an updated version of the little black box.
Also at today’s media event, HBO CEO Richard Plepler took the stage with Cook to announce HBO Now, the premium cable company’s new standalone streaming service, is coming to the Apple TV and Apple’s other devices. The exclusive deal will bring the service to Apple’s set-top streamer just in time for the season premiere of the hit HBO series Game of Thrones, and users who sign up for the $14.99 per month streaming service in April will receive the first month of service free.
“HBO NOW is the next phase of innovation at HBO,” said Richard Plepler, Chairman and CEO, HBO. “With this new partnership, a natural evolution for the network, we have access to millions of Apple customers who are used to getting their favorite apps immediately. Now, they can do the same with an HBO subscription.”