Apple TV Gains Exclusive HBO Now Support

We reported last week on the new information on the standalone HBO streaming service, and now Apple has confirmed its involvement in launching this much-anticipated OTT service. Kicking off today’s event, Apple surprised the industry by announcing exclusive support for HBO Now.

Responding to the offerings from its competitors, especially Google’s Chromecast and Amazon Prime, Apple is also lowering the price of Apple TV from $99 down to $69 to give it a competitive edge. We expect to see Apple TV taking on an increasingly important role as Apple continues to push into the OTT market.

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Update: Apple will have the online exclusive for three months, according to HBO. HBO Now may still come to existing pay-TV partners before that.