Application launcher sizing techniques are described. In one or more implementations, a likely usage context is determined, by a computing device, of a user in interacting with the computing device. An application launcher is dynamically sized within a display area of the user interface by the computing device based on the determined likely usage context of the user. The application launcher is configured for output responsive to an input received from a user and includes a plurality of representations of applications that are selectable to navigate to a user interface corresponding with a respective said application.