Pre-installed application activation techniques are described in which live content for applications is activated before user interaction with the applications. Input indicative of an initial log-in of a user to access an operating system is detected. In response, configuration of an account for the user with the operating system may be initiated to set-up a device for first use by the user. During the configuration, notifications are activated through a notification system of the operating system to obtain live content for one or more pre-installed applications on the computing device. The activation occurs before interaction of the user with the pre-installed applications. Live content may then be incorporated with representations of the applications within a user interface for the operating system, such as displaying application tiles having corresponding live content in a start screen presented to the user after completion of the initial set-up.