To address the problem fully you need a way that people can legally obtain the material at a fair price. This of course won't stop some people ( I know a few ) that believe they are somehow striking a blow to the "man" by stealing content. I think the theft only convinces the "man" that the content has some value and that he needs to protect the content. If you really want to strike a blow, don't steal it and don't buy it. How many stolen copies of "Heaven's Gate" are there in the world?

Of course some content creators are reluctant to share their work if they think it will be easy to steal, so you have to provide a copy protection mechanism to get them to agree to sell it electronically. So jobs may indeed be saying this to start an iVideo service. Imagine paying $4.99 for a movie to download, it really wouldn't be worth stealing for the vast majority of people.

Of course some people will still want to steal at this price. The classic strategy is to make it cheaper to join you than to fight you. So you lower the cost of buying movies while increasing the cost of stealing them by vigorously defending your copyrights.