If they can tell who's pirated vs who hasn't (I assume they can), it seems like something is missing. Is it too cynical to suspect a marketing ploy to grab headlines?
The code given to Apple is not modified at any point before sent to a device. The code is also duplicated onto itunes, which is how you can so easily crack it.
The only way I know of to identify each and every purchaser is to use in-app-purchases.
It is all a bit odd I have to admit.
How does this actually solve the problem? Pirates are really unlikely to be colocated with the person who let them have an illegal copy of your app.
In my experience, piracy on iOS varies a lot with the region, too. The majority of my analytics come from China with only one(!) copy ever being sold there.
I'm not sure if all of those phones are jailbroken, or if they just use a single iTunes account to synchronise with hundreds of phones.