According to example configurations, an application wrapper resource receives an original installation package. The original installation package can be a factory-generated installation package that supports installation of a respective unwrapped application onto a computing device. The factory-generated installation package as described herein may be different than a typical installation package available from an application store. The application wrapper resource transforms the received original installation package into a (customized) wrapped application installation package for subsequent installation of the wrapped application on a respective computer device. The wrapped application installation package includes executable wrapper code supporting supplemental functionality with respect to the original unwrapped application. To wrap the original application using the executable wrapper code, the customization engine extracts one or more portions of application code from the original installation package and inserts the one or more portions of the application code into the wrapped application installation package.