HBO's new streaming service for cable-cutters, "HBO Now," will debut exclusively on Apple TV April 12, confirming a report last week by the International Business Times. The service will launch along with the April 12 returns of "Game of Thrones," "Veep," and " Silicon Valley," Apple CEO Tim Cook said at the outset of the company's "Spring Forward" event.

The service is the first time HBO will be offered separately from a package of pay-TV channels and part of a sea change in the way HBO distributes its shows.

"All you need now to get HBO is a broadband connection and an Apple device," said HBO CEO Richard Plepler, who joined Cook on stage. "When you subscribe to HBO Now you will have access to all our programming past, present and future."

The service will cost $14.99 a month, with the first month free. Cook said Apple is lowering the price of Apple TV to $69 from $99 to help spur adoption.