If you use your iTunes account in Canada quite a bit, you may have noticed a change Apple implemented yesterday, prompting the user to add three additional security questions to secure their iTunes account. This could come after recent reports of iCloud and iTunes accounts being hacked.
Although this could have been done before, Apple seems to be pushing this security measure for additional security. However, iTunes accounts in the United States of America seem to prompt new users to answer three security questions during registration. I believe now this should be coming to Canada, and for other countries also.
But if you forget your password, and forget your security question answers, Apple seems to no longer give out your passwords over the phone. You now have to use their iForgot website to reset your passwords.