<text>  A standalone streaming service from HBO, the US network behind Game of Thrones, will launch exclusively on Apple devices. Called HBO Now, the service will be available in the US for 14.99 9.90 a month from April and will include all past, present and future HBO programming. The announcement comes as Apple cuts the price of its Apple TV device from 99 65 to 69 45 in an effort to make it competitive with the likes of Google Chromecast. Scroll down for video . A streaming service from HBO, the US network behind Game of Thrones, will launch exclusively on Apple devices, said HBO chief executive, Richard Plepler pictured during an Apple special event in California today . Apple said the HBO now service be available through a new channel on Apple TV and on Phones and iPads, at an event in San Francisco today. However, it will only be exclusively available through Apple for three months before moving on to other platforms. New York-based HBO, a unit of Time Warner, has so far been available only to customers with a pay television subscription. The service will be available for iOS devices along with Apple TV set-top box, providing access to shows like Game of Thrones left and the Sopranos right Price: It available in the US for 14.99 9.90. The first month is free for early-bird subscribers. Launch date: April . Devices: Apple TV and on Phones and iPads from three months exclusively. it will then move on to other web-based systems. What can you watch? All past, present and future HBO programming. This includes Game of Thrones, the Sopranos, Veep, Silicon Valley and Sex in the City. Where can you watch it? Outside the US, HBO programmes are available through online and pay TV subscription services, such as Sky. The HBO Now service however, is currently only available in the US. The company has not yet revealed whether HBO Now will be rolled out internationally. With HBO Now, the company is aiming to reach people who have broadband access but dont want to pay for a traditional TV package of dozens of other channels. For the monthly fee, viewers will be able to get HBO content without having to pay for an entire cable package, the company said. The first month is free for early-bird subscribers, the company added. This is a transformative moment for HBO, said chief executive Richard Pepler after an introduction from Apple Chief Executive Officer Tim Cook. The service will ship with the Apple TV in the US, which is now at a lower price of 69 45. The price cut is a reaction to devices such as the Google Chromecast having lowered their price to 35 and Roku 2 costing just 70. Time Warner said it wants to push its HBO Now service to the 10 million broadband households that are not subscribed to a cable TV bundle service. It is also targeting the 70 million US cable TV subscribers who arent HBO subscribers. Outside the US, HBO shows are available through online and pay TV subscription services, such as Sky. They include Game of Thrones, the Sopranos, Veep, Silicon Valley and Sex in the City. The company has not yet revealed whether HBO Now will be rolled out internationally. The service will ship with the Apple TV in the US, which is now at a lower price of 69 45.The price cut is a reaction to devices such as the Google Chromecast having lowered their price to 35 and Roku 2 costing just 70. The company has not yet revealed whether HBO Now will be rolled out internationally. 