Skip the ITIN, whilst some have managed to get them in a short space of time, there's costs involved in notarising documents and potentially months of delays.
EIN can be obtained with a phone call in most cases and provided over the phone.
See
http://www.irs.gov/businesses/small/...=97860,00.html for how to get an EIN
* Disclaimer 1: None of the above is legal advice since I'm not a lawyer or accountant and don't even play one on tv, so don't sue me if it's wrong
* Disclaimer 2: I don't think you really need either as apple classifies sales as commission based as opposed to royalties, so those are not subject to the 30% tax withholding. I think people have just entered 00000000 into that box, but see disclaimer 1
This info may be incorrect for books though, Apple may deal with those sales differently to apps. See
this post