Apple has increased security measures across its services, asking users for security questions and a backup e-mail address. The new security measures were implemented on Wednesday, according to SecurityNewsDaily.

Some users have found compromised accounts, where expensive - mostly Chinese - apps have been purchased, partly due to the rising popularity of the iPhone and iPad. It seems users had simple passwords, or were targets of previous phishing attempts.

The new security measures prompt users to create three security questions to verify identities.

A backup e-mail address is also required in case the primary e-mail address and Apple ID are compromised, which allows Apple to contact users if questions arise. However, some users have expressed confusion on Apple's support forums, because the company didn't officially talk about the new measures.

"I had the same issue with my iPhone 4 today and also was worried that it might be a virus or phishing exercise. It is certainly worded like one," one poster wrote.

Other users are saying information needs to be entered via iTunes, which isn't surprising as requests to enter e-mail addresses and sensitive data are elements of phishing and malware attacks. While some were concerned that the prompts were phishing attempts, the requests are genuine: Apple reps confirmed to CNET that the company is rolling out additional security measures.

The security requests are aimed at accounts that have triggered potential security breaches. CNET noted that signing out and signing in didn't show the prompts.

This seems to be the first attempt where the company has tackled security issues. Over the past two years, reports of users accounts that have been attacked have surfaced. A thread detailing attacks in iTunes has over 99 pages of complaints.

Scammers typically "blow out" the accounts with purchases of music, movies, games and other apps. As Apple IDs work across all of Apple's services, accessing the information blocks users from every account. Millions of people use the same e-mail address and passwords, making hacking easier.

The rollout is not iTunes-wide; not all users are receiving the prompts. Some users have speculated that accounts previously affected by attacks are the first to receive the prompts, ahead of a full rollout.

(reported by Jonathan Charles, edited by Surojit Chatterjee)