A couple of points that a lot of people are missing: 1) You can use a separate account for iCloud and iTunes purchases. The default is to configure them as the

A couple of points that a lot of people are missing: 1) You can use a separate account for iCloud and iTunes purchases. The default is to configure them as the same, because it simplifies the setup process and matches use cases for most people. 2) The matter of licensing and multiple purchases isn't just an Apple concern, it's a general software licensing concern. You can't buy one copy of Microsoft Office and install it on all of your PCs either. You'll start getting activation errors after the first couple of activations. That's because the licensing is per-device, not per person. In general, people don't understand software licensing, but the fact that you can buy an app on the App Store one time for 99¢ and install it on multiple iOS devices is actually a huge improvement for end users. The trade-off is that you have to do so under a single iTunes account. This requires a minimal amount of additional configuration.