1. A method of customizing a user interface menu to display beneficial applications available on a mobile device, comprising: generating an activity record including a frequency of use for each application used by a user of the mobile device; generating a priority order of applications available on the mobile device based upon the activity record and an a relationship between a respective one application available on the mobile device and each of the other applications used by the user of the mobile device, wherein generating the priority order of applications available on the mobile device comprises: multiplying the frequency of use for each application by affinity weighting factors to generate affinity values for each other application available on the mobile device; summing the affinity values for each application to generate a total affinity value; and prioritizing the applications available on the mobile device based upon their total 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.