The Financial Times reported on Thursday that Apple Inc is planning to expand its advertising business by adding a second advertising slot in its App Store search page’s “suggested” section.

The new advertising slot, which is due to be rolled out by the end of the month, will allow advertisers to promote their apps across the whole network, rather than in response to specific searches, the report said.

The FT report comes as Apple plans to send prompts to iPhone users to allow apps to use their data for personalized advertising.

This move has drawn backlash from tech rival Facebook Inc, which argues the changes will hurt the social media company’s ad business.

Apple did not immediately respond to a Reuters request for comment.