Should make it possible to publish directly to iTunes, without the need for an intermediary like TuneCore or CDBaby. For books, too.
Welcome to iTunes Connect.
This application is intended solely for use by persons who either own or control a catalog of content for digital distribution, or are an authorized representative of someone who does.
From the list below, select the content type you are interested in applying to distribute. You can apply for more than one type, but they have separate applications.
Read more at itunesconnect.apple.com