Methods, devices, and computer storage media for installation, upgrading, reinstallation, and roll back of software application packages are disclosed. A first software application package is stored in an installation partition of a data storage device of a computing device. The first software application package includes a first software application. The first software application can be installed on an active partition of the data storage device. A first authentication key, associated with the first software application, is determined and stored on the active partition, and then copied to the installation partition. In response to determining that the first software application is to be reinstalled on the active partition: (a) the first software application is reinstalled from the first software application package stored on the installation partition to the active partition, and (b) the associated authentication key stored on the installation partition is copied to the active partition.