Institutionalize it, and they will come.

Sounds like Apple will have university provided IPods handed out to students at freshman orientation before too long.  http://www.apple.com/education/solutions/itunes_u/

And they will will want to purchase a MAC http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2006/01/30/BUG4FGUO0K1.DTL&feed=rss.business

Isn't this the same strategy they used by supplying MACs to K-12 classrooms 20 years ago?