Think Secret claims that Steve Jobs will announce the addition of a movie rental service to the iTunes Music Store during his keynote speech at the Worldwide Developers Conference on August 7. MacRumors reported last month that movie studios had mixed feelings about Steve Jobs, some regarding him as a friend and some as a foe, and Think Secret's report indicates that the studios have won this negotiation round, limiting movies to rentals instead of outright purchases, with playback limited either by number of viewings or by an expiration date. Deals with Walt Disney Studios, Universal Studios, Paramount Pictures, and Warner Brothers Pictures are said to be complete, with others in progress. Apple's decision to implement a rental model for movies is a major departure for the company and Mr. Jobs. Apple had been trying for months to persuade the movie studios that the a-la-carte model of buying individual titles, as the iTunes Music Store offers with music, was the way to go. The studios, however, has been fixed on offering only a subscription or rental-based model.