Add an extra row in your numberOfRows delegate method.
In your cellforrowatindexpath method, just check to see if you are in the last row, if so, then you're making a "Show more" cell, rather than a normal one, so customize that new cell appropriately.
Likewise in your didselectrowAtIndexPath, check to see if it is the last row that was clicked. If so, load up your new items.
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