Following in the footsteps of the Home Broadcasting Company, premium cable rival Showtime is getting in on the standalone-streaming service cord-cutting craze. HBO NOW‘s direct competition will be called SHOWTIME when it launches in July. A specific release date is still being kept under wraps, but Showtime confirms it will arrive prior to the July 12 season premieres of Ray Donovan and Masters of Sex. SHOWTIME subscribers will have unlimited on-demand access to every season of the network’s original series, as well as hundreds of hours of movies, documentary and sports programming. Additionally, subscribers will have access to the live broadcast of the east and west coast feeds of Showtime–this is something HBO’s stand-alone streaming service does not offer…yet. SHOWTIME requires a monthly fee of $10.99; for comparison’s sake, NOW subscribers have to cough up $14.99 for access to HBO’s content library. Also like HBO, Showtime has signed a deal with Apple that allows customers to sign up for a free 30-day pass for the service, as long as you nab it on your iPhone, iPad, iPod touch, or Apple TV. SHOWTIME will be accessible via the network’s app or in-browser at showtime.com.

“Going over-the-top means Showtime will be much more accessible to tens of millions of potential new subscribers,” said CBS head Les Moonves in a statement. “Across CBS, we are constantly finding new ways to monetize our programming by capitalizing on opportunities presented by technology.  This works best when you have outstanding premium content – like we do at Showtime – and when you have a terrific partner like Apple – which continues to innovate and build upon its loyal customer base.”

Though the 30-day free pass will be made available exclusively on Apple devices, SHOWTIME at $10.99/month will be offered on other platforms at launch including Roku and Sony’s PlayStation Vue.