A method of customizing a user interface menu to display beneficial applications available on a mobile device, comprising: generating an activity record including a measure of use for each application used by a user of the mobile device; generating a priority order of applications available on the mobile device characterized by generating, for each application available to the user on the mobile device, an overall affinity value from: (i) the activity record (206, 301) of the application on the mobile device, and (ii) a set of affinity weighting factors between the application and all of the other applications available to the user on the mobile device, wherein the set of affinity weighting factors indicates likelihoods of a user's preference for all applications available to the user on the mobile device based upon use of a particular application on the mobile device, wherein the affinity weighting factors are based on information about the different types of applications and features used by a general population of users; generating the priority order from the overall affinity values; determining whether any high priority applications are not included in a current user interface menu displaying a number of applications less than the applications available on the mobile device; and modifying the user interface menu to display a high priority application in response to determining that the high priority application is not included in the current user interface menu. generating an activity record including a measure of use for each application used by a user of the mobile device; generating a priority order of applications available on the mobile device characterized by generating, for each application available to the user on the mobile device, an overall affinity value from: (i) the activity record (206, 301) of the application on the mobile device, and (ii) a set of affinity weighting factors between the application and all of the other applications available to the user on the mobile device, wherein the set of affinity weighting factors indicates likelihoods of a user's preference for all applications available to the user on the mobile device based upon use of a particular application on the mobile device, wherein the affinity weighting factors are based on information about the different types of applications and features used by a general population of users; (i) the activity record (206, 301) of the application on the mobile device, and (ii) a set of affinity weighting factors between the application and all of the other applications available to the user on the mobile device, wherein the set of affinity weighting factors indicates likelihoods of a user's preference for all applications available to the user on the mobile device based upon use of a particular application on the mobile device, wherein the affinity weighting factors are based on information about the different types of applications and features used by a general population of users; generating the priority order from the overall affinity values; determining whether any high priority applications are not included in a current user interface menu displaying a number of applications less than the applications available on the mobile device; and modifying the user interface menu to display a high priority application in response to determining that the high priority application is not included in the current user interface menu.