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Sling to offer streaming HBO content in April, undermining Apple TV’s HBO Now exclusivity deal

Apple TV HBO Now

At the Spring Forward event, Apple and HBO announced HBO Now, an over-the-top unbundled streaming service for HBO shows, like Game of Thrones, independent of a cable subscription. They claimed that HBO Now would be ‘exclusive to Apple TV and iOS devices for three months’. This seemed like a great promotion for Apple’s television offerings, coinciding with a price cut of the Apple TV box to $69.

However, Sling TV has now announced that it will be offering the same deal through its service: HBO shows for $15 a month. This throws shade at Apple’s announcement — signing up for Sling TV will make HBO available on devices like the Roku this month. It is worth noting that the Sling deal also requires a subscription to Sling itself, HBO is only available as an add-on, which is an additional $20 a month.

Sling has found a ‘loophole’ in Apple’s deal so that it can offer cable-independent HBO content this month as well, sidelining Apple’s three month exclusivity window …

Contractually, Sling isn’t offering HBO Now … but effectively the service is identical offering the same shows. According to Bloomberg, pay-TV companies are exempt from the exclusivity clause and as Sling is owned by Dish, the arrangement does not conflict with HBO’s deal with Apple.

Apple’s exclusivity deal was never permanent, it was expiring in three months. It is somewhat embarrassing, however, for Apple TV that the deal is not as watertight as it first appeared, especially considering Apple opened its March event with this announcement.

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Comments

  1. iSRS - 9 years ago

    It’s just as watertight. You want HBO today, you have to get a TV provider. Sling is a TV provider.

    For “cord cutters” you can get HBO two ways. Apple TV for $15 or Sling plus HBO for $35.

    • jeffdalydose - 9 years ago

      I’m going to get Sling+HBO for $35 until GoT is over and then I’ll just have Sling. I want the ESPN channels and AMC (with more AMC owned on the way) and IFC. It’s a great deal to me.

  2. Jonny - 9 years ago

    Is it embarrassing?

  3. sony already stole that from under their noses. as soon as i saw it on my ps4 with the new update last week i thought to myself “so much for apple exclusivity”

    • Jonny - 9 years ago

      HBO Go or HBO Now?

      • Arik Jones (@tnypxl) - 9 years ago

        HBO Go is for people with cable tv subscriptions who also subscribe to HBO. HBO Now is basically all the same content as HBO Now but without the cable tv subscription.

    • duepeak07 - 9 years ago

      Only HBO Go is on the PS4, not HBO Now. Still have to have a cable subscription to use it on the PS4.

  4. JoeyNice - 9 years ago

    For now, Sling is live tv only. I wonder if adding the $15 HBO package to Slings service includes the ability to use HBO Go.

    • iSRS - 9 years ago

      That is probably exactly what it is. You get live HBO as part of your Sling package, and they partnered with HBO to allow HBO Go.

      So, at the end of the day, essentially the same service as HBO Now, but not technically HBO Now.

      Again, Sling is a TV Provider, so that is what they are doing. Doubt most end users will care, as long as they can get GoT live…

  5. realgadgetblogger - 9 years ago

    DirecTV is now offering HBO. Comcast too. Heard a rumor that Charter might get it also. Yup…Apple is screwed.

  6. b9bot - 9 years ago

    Like I said before this is no deal. It’s a ripoff. $15 for 1 channel is way to much money. This is not a cord cutter deal by any means. A cord cutter deal would be shop for the channels individually that you want. It should include however high definition and local channels for free. The price per channel should be less than a dollar.
    The price should be less than any cable company charges in other words. That is the only way that it would be a good deal.

    • iSRS - 9 years ago

      I long said that a la carte cable would never be the bargain everyone always claimed it would be. Add to that fact the cable companies also tend to be the ISPs, and you can bet it won’t ever be a “deal”

      As far as HBO pricing? I don’t think $15 is too much for the content you get. But then again, I appreciate being paid for my work, and don’t torrent stuff. I watched GoT the “old fashion” way without a HBO subscription. Waited for the discs to be available on Netflix

    • Like I said before, it is a good deal. It’s exactly what TV providers charge after your three month discount expires (or less, in my case). Plus you don’t have to buy cable/satellite, just this if its all you want. Even if other channels do cost less than a dollar like you propose, HBO is premium and not a dollar menu cheapo channel.

      And if you don’t think it’s a good deal, don’t buy it. I sure will tho.

    • James (@flexhole) - 9 years ago

      Less than a dollar per channel? You’re funny and have no idea how cable works and how much of a good deal it is for all parties involved.

      • Arik Jones (@tnypxl) - 9 years ago

        Cord cutting is not about saving money. It’s having freedom of choice to watch your favorite stuff when and where you please. Cable companies basically subsidize a boat load of content you don’t care about and until very very recently, vastly limited what and where you could watch content.

        I don’t think people care about cost when the content is worth the price of admission. Some inevitably will and that’s okay. Stick with cable. No one is being forced to “cut the cord”. But it’s definitely to have the choice.

  7. Whatever Apple person who claimed it was “exclusive” is probably not happy about looking like a liar or a fool.

    Whoever negotiated the non-exclusive “exclusive” deal should probably start looking for a new job, unless they already work for SlingTV.

    They can claim various technicalities, but if you can get it on Roku it’s not really “exclusive” to Apple TV and iOS devices, is it?

    It is also likely to make any Apple customers who bought an Apple TV based on this “exclusive” deal feel like idiots for believing Apple’s claims.

    The FTC might also care about misleading claims made by Apple.

    Apple, for all of its failings, usually values customer trust – they should probably apologize publicly and offer refunds to any affected customers.

    • iSRS - 9 years ago

      It was actually HBO’s CEO who said it was exclusively on Apple devices. Additionally, they (HBO) have released ads promoting it as such.

      And you know what? It is still true. HBO Now will be exclusively Apple for three months. Along is NOT offering HBO Now.

      • iSRS - 9 years ago

        Along=Sling

      • Arik Jones (@tnypxl) - 9 years ago

        I think they only meant sign up was exclusively available through apple devices.

Author

Avatar for Benjamin Mayo Benjamin Mayo

Benjamin develops iOS apps professionally and covers Apple news and rumors for 9to5Mac. Listen to Benjamin, every week, on the Happy Hour podcast. Check out his personal blog. Message Benjamin over email or Twitter.