In addition to unveiling the release date for its Apple Watch and introducing the new MacBook, the tech giant kicked off its “Spring Forward” event by letting HBO make an announcement.

HBO Chairman/CEO Richard Plepler took the stage in Cupertino, during which he unveiled the company’s long-awaited standalone streaming service. Dubbed “HBO Now,” the service has been unveiled as an Apple exclusive and will be available on Apple TV for $14.99 per month.

It’s digital “HBO GO” service launched in 2010, but is only available to subscribers of its premium cable TV service.