The app is not yet released.
Edit: But they're already announcing it, so it seems it will be soon!
Apparently for some reason they released it on Australian iTunes. I just did a search for Star Wars The Old Republic and it came up. It's called Star Wars: The Old Republic Mobile Security Key (World). Have no idea why someone in Australia (a red zone) can get it but other people in the green zone can't...
Also, I'm not planning on ordering a physical key as I'm getting one in my CE box already.