Apple has an app on the iTunes AppStore called 12 days of gifts (link). Every day (starting December  26th) Apple will offer a free iTunes gift to its customers (for 12 days). These gifts can be songs, TV shows, movie rentals and iBooks content.

Apple seems to be in a giving mood and has already opened up a mini album from Lorde featuring her new song No Better and her music video for Royals. The content can only be downloaded via the special app (not directly from iTunes).