HBO Now, which launched earlier today on the Apple TV, as well as the iPhone and iPad, lets viewers what HBO content without a cable subscription. While HBO had already been thinking about Apple as a possible launch partner for HBO Now, Iovine, who used to work with HBO CEO Richard Plepler at Warner Music, encouraged him to pursue the deal. Plepler also got in contact with Apple SVP of Internet Software and Services Eddy Cue about a deal, according to Fast Company:

Plepler also reached out to Time Warner board member Paul Wachter, who worked on the Apple-Beats deal in his day job as an investment banker. Wachter connected him with Apple's digital media chief, Eddy Cue, who came to New York for a meeting in Plepler's office. Plepler explained that he needed a distributor, and that HBO Now would be ready by the spring (when Game of Thrones' season 5 would bow). Cue tells me that he wanted to do the deal with HBO "the next day."

Being the head of Apple's digital content stores, Cue often takes a lead role in bringing partners to Apple's platforms. Iovine, who co-founded Beats and now works at Apple, generally focuses on music, and is currently said to be courting artists to release exclusive material for Apple.

Interestingly, HBO Now was originally slated to launch in late 2016. Because of their exclusive launch partnership with Apple, HBO was able to focus on building just for iOS, letting them move up their launch date significantly.

You can sign up for HBO Now on your Apple TV, iPhone, or iPad. A subscription costs $14.99 per month, though HBO is currently offering a 30-day free trial.

Source: Fast Company