"All rights reserved" is obsolete language (there's a long boring story behind that) without legal effect. The way copyright has worked internationally since the late 70s, you don't even need a copyright notice but not having one will limit your remedies (and make proving your case very difficult -- always use a copyright notice). Your work is copyrighted automatically when created. If no additional license is provided any copying not under Fair Use is illegal. Licenses like the many variations on Creative Commons allow for copying under the explicit terms of the license (minimally requiring attribution). Apache, MIT and the 3 generations of the GPL do the same for software. Enforceability, especially by authors not themselves wealthy or backed by a wealthy patron, is another matter. It's a rich man's game, and become even more so over time. If someone steals your car, you might get the authorities to step in. But if they steal your written creation, even though violation of copyright is a crime in many jurisdictions, you're on your own.