haha, hello what is pirate bay?
This who 'Fuck you I got mine, you've not bought a Sony TV? Fuck off, you can't watch this.' attitude has never, ever helped Sony, they've been on the wrong side in the content wars for almost everything except the CD and they weren't the only company involved which probably saved it.
Whereas Apple for all their faults and problems are more or less producing both the hardware and the store to sell it on and just see a way to make money without tying people down (as far as I know iTunes videos work elsewhere, and non Apple bought video definitely works on Apple devices).