Update: Various outlets are reporting that Apple's exclusive deal will only last for three months. Re/code also reports that existing HBO partners may have access to the service before Apple does. HBO's FAQ partially confirms the news in that it states other distributors may offer HBO Now at varying prices, but Apple hasn't made an official comment about when exclusivity will end.
At its Spring Forward event today in San Francisco, Apple made a bold attempt to court cord cutters. In addition to lowering the price of its Apple TV to $69 (down from its previous list price of $99), Apple also announced its set-top box will have exclusive access to HBO's new standalone streaming service, HBO Now.
HBO Now will offer access to all of HBO's current and past shows without the need for a traditional cable TV subscription. The service will cost $14.99 per month and will launch sometime in April, just in time for the premiere of Game of Thrones' fifth season. The first month will also be complimentary to subscribers.
Apple didn't say whether its less expensive Apple TV will receive any internal upgrades. Just last month, we listed the current-generation Apple TV for $69 from hhgregg, an all-time price low for the device.
The cheaper Apple TV will be on sale later today via the Apple Store.
Is the device's new lower price and HBO exclusivity enough to make you leave cable once and for all? Or if you're already a cable cutter, will you spend $15 per month for HBO Now? Let us know in comments below.