1. A method comprising: determining a current device context value of at least one of a plurality of device context parameters generated according to a dynamic characteristic of a mobile device of a user; determining a current social context value of at least one of a plurality of social context parameters generated according to dynamic information relating to a social contact of the user maintained as part of a social application accessible by the mobile device; for each of a plurality of applications downloaded to the mobile device, calculating an application relevance score as a function of the current device context value and the current social context value; and dynamically updating display of a plurality of application representations on a graphical user interface (GUI) of the mobile device, such that the application representations are arranged according at least to the application relevance scores, each application representation corresponding to one of the plurality of applications downloaded to the mobile device.