What is it? I don't have an Apple ID and have no interest in creating one.
1) A link that will let you add your business to Apple Maps. "Your updates will be used to improve Apple Maps for our users and partners."
2) A link for a signup called "Indoor". The copy for that page is:
Thank you for your interest in Apple's new indoor positioning technology. We have received an overwhelming response on this service and we are prioritizing our efforts to focus on venues with the following attributes:
* Accessible to the general public
* Annual visitors in excess of 1 million per year
* Availability of complete, accurate, and scaled reference maps
* Enabled with Wi-Fi throughout
* Associated app is authorized by venue owner