Apple is still in talks with the movie industry over movie downloads in iTunes, an article on Variety says, but the parties have yet to come to an agreement on pricing. Movie studios "flatly rejected" Apple CEO Steve Jobs' proposal to price all movie downloads at an even $9.99, and are instead pushing for variable prices that would depend on a movie's popularity. Variety quotes an anonymous studio executive who said his studio "can't be put in a position" where popularity-based pricing is impossible.