That's one of the lies of the anti-pirate establishment: Apple did not loose that money because most of those who downloaded it would have never paid for it.
Actually, in many cases, it's just the opposite. With a download you can have a taste of, for example, a new band music without having to pay for it and for whom you would never have paid. If you like it, you might consider going to their next concert (which actually provides with a lot more money to the band that actually created the music than to the record company: and who is complaining the most over downloads?).
I had never considered paying for any of the contents I have ever downloaded, but thanks to the download, I have bought, for example, seguels to games I have previously tried and that I wouldn't consider risking to pay without knowing them. So on my side, companies have made money with me thanks to the downloads.
But in this particular case, the "try-before-you-buyers" could have satisfied their curiosity without resorting to any illegal activity, by downloading the trial version directly from Apple.