HBO Now, the standalone streaming service from HBO, as officially launched on the Apple TV.

HBO Now launches on Apple TV; app for iPhone and iPad rolling out now

Announced last month, HBO Now gives customers access to HBO content without requiring a cable subscription. The channel is now live on the Apple TV, and an app for iPhone and iPad is rolling out now on the App Store. Apple is HBO's exclusive launch partner for the service.

HBO Now functions much like HBO Go, the company's cable-dependent on-demand service. You can access HBO's library of TV shows and movies, all on-demand. A subscription to Now will cost $14.99 per month, though HBO is offering a 30-day free trial.

HBO Now launches just a few days before the fifth season premiere of Games of Thrones, which takes place this Sunday, April 12 at 9 p.m. EDT.