Embodiments of user equipment (UE) and methods for transmit power control for device-to-device (D2D) discovery operations and D2D communication in a cellular network are generally described herein. In some embodiments, the UE may configure a discovery signal for transmission on discovery resources from a configured resource pool for D2D discovery. The discovery signal may be transmitted at a transmit power level based on a relative location of the discovery resources with respect to uplink cellular resources in the frequency domain.