You could terminate the account and refund the purchases in full, that way you can still get the user removed from your platform. Or, better yet, stop the unification of unrelated accounts and have a user be able to purchase and watch movies without necessarily having access to iCloud and such.
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).
> You could terminate the account and refund the purchases in full
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.
Perhaps the refund could not be the original full price, but the current sales price available.
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 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).