What happens if you have someone who is genuinely abusing your systems?
Are you just powerless until it reaches the point of criminal actions? That doesn't seem unreasonable, as I can't actually think of many examples of abuse that wouldn't be criminal..
There's plenty of ways to deal with this problem, but most of those cut into sales figures, such as dropping the pretense that the stuff you rent is related to owning things at all (i.e. not using the word "buy" anymore).
So a user could sign up, watch all the movies they wanted for 10 years, and then get all their money back, provided they find a way to behave badly enough? Sounds like a pretty sweet incentive to some people, especially if you could manage to then repeat the cycle with another identity.
After all, a digital copy of a movie is a perfect copy whose quality shouldn't drop over time.
And if you buy something, it only figures that you'd be able to sell it when you're done with it. Digital media companies take that right away from you in many cases under the guise of digital subscriptions, but with Apple stating that you buy something, that doesn't seem like a big problem to me.
There's an easy out for Apple and others: you give the customer the ability to access what they paid for independently of the seller. There's no requirement for Apple to be involved any more once Apple has delivered the file in way that can be opened independent of Apple.