Just in time for Game of Thrones, HBO Now is live today on the Apple TV and iOS.
First announced at an Apple event last month, HBO Now is HBO's subscription offering for viewers who don't subscribe to a traditional cable or satellite provider.
The service, which costs $14.99 a month, is available on the web, iPhone, iPad and Apple TV. It gives users access to new HBO content and a whole swath of on-demand catalog shows, a la HBO Go.
Apple is offering a 30-day free trial for users who sign up through iTunes. Apple is the exclusive carrier of HBO Now on set-top boxes and mobile devices, though that is expected to last for only three months.
HBO is also partnering with cable companies, such as Cablevision, to allow users to subscribe to HBO Now through their ISP.
We'll have our own hands-on account of HBO Now later today.