The fact HBO is exclusive on iOS is huge.
More exclusives will follow suite.
It's too early to announce the new tv platform. Net neutrality is not fully in place yet and the deals with the content providers are probably not completed.
This a early special deal for HBO and a probe for the tv platform.
Apple needs to test the network first.
Packages like this HBO Now may be bundled in future offerings.
We may get the full new tv platform by WWDC. But may have to wait...