As promised, Apple has opened up the development of iTunes LP and Extras content, publishing guidelines and templates on its website. Extras recreate the special features of DVD and Blu-ray discs, while LP provides something similar for music. Independent record labels have complained that Apple first restricted LP to the four major labels.

Material produced using the guidelines should be compatible with both iTunes 9 and the Apple TV. At present however a submission process is described as "manual and limited," requiring the interference of a label or studio representative for acceptance at the iTunes Store. An automatic submission process is expected to become available in the first quarter of 2010. In every case, an existing iTunes distribution contract will be necessary.