That's what apple wants, and that's also what a lot of other companies try to do (steam ? kindle ?).
I'm interested in the outcome of this if one day someone takes it to court in the EU. I don't know for other countries but I know that here in France it was ruled several times with "old medias" (box games, books, music cd, ...) that when buying one it was your right to share it with your household (I'm simplifying a bit it, but basically you shouldn't have to buy a new copy for each person as you had the right to share one). I'm pretty sure whoever seriously tried to push for court would get a settlement offered pretty quick to avoid any judgment on the matter.