Disclosed are an apparatus and control method for recommending an application based on a recognized situation of a user of an electronic device by executing an artificial intelligence (AI) algorithm and/or machine learning algorithm in a 5G environment connected for the Internet of Things and a driving method thereof. The apparatus control method according to an embodiment of the present disclosure includes applying context information including at least one of environmental information collected through a sensor of the electronic device or a network, or usage information generated by the use of the electronic device to a machine learning based first learning model in response to a user input, and displaying, on a display, a first shortcut related to an application determined on the basis of a result of applying the context information to the first learning model and displaying, on the display, a second shortcut related to a preset application.