Even though Apple has always famously bragged about how they never invade user privacy or serve ads in their products, they do have an ad business on the App Store and elsewhere. Apple is now basically expanding its business by adding a new ad slot to its “Today” homepage.

Those are on top of the ads that you already can find on the App Store’s main search tab & in the search results. According to Apple, “Apple Search Ads provides opportunities for developers of all sizes to grow their business, Like our other advertising offerings, these new ad placements are built upon the same foundation—they will only contain content from apps’ approved App Store product pages, and will adhere to the same rigorous privacy standards.”

The Today tab is the first thing that loads up in the App Store and features a curated and personalized section of apps to browse. The other new space is the “You might also like” section of an App’s product page. The new ads will let developers promote apps alongside Apple’s content and are marked as advertisements. These new slots will adhere to Apple’s policies on privacy and transparency by not offering personalized ads to users under 18 and not using sensitive data and avoiding hyper-targeting. The company did not mention when the new ads lots are going to be appearing, but they are going to be starting to test them soon.