Showtime today announced its entry into the over-the-top streaming space, following a pattern set by its premium cable competitor HBO by launching first on Apple devices.

CNET reports that Showtime will launch its standalone streaming service in early July, about three months after the debut of HBO Now.

“Like its rival’s product, Showtime’s app will provide unlimited viewing of the channel’s original series, movies and other programming,” CNET reports. “And, like HBO Now, Showtime’s first partner is Apple. That means people who own devices like the iPhone, iPad and Apple TV will be the only ones able to sign up, until other partners are announced. People who sign up through Apple in July will get a 30-day free trial, similar to HBO Now’s launch.”

The Showtime service is called, simply enough, Showtime. The service will be priced at $10.99 a month, well below the $14.99 price tag for HBO Now.

Leslie Moonves, CEO of Showtime parent CBS, said: “Going ‘over the top’ means Showtime will be much more accessible to tens of millions of potential new subscribers. Across CBS, we are constantly finding new ways to monetize our programming by capitalizing on opportunities presented by technology.”