Techniques to control addition of representations to an application launcher are described. In one or more implementations, an input is received by a computing device to add a representation of an application or content to the application launcher of the computing device. The application launcher has a plurality of representations of applications or content that are selectable to navigate to a user interface corresponding with a respective application or content and are assigned into respective ones of a plurality of groups that together compose a plurality of linear arrangements of the groups. A location is controlled by the computing device at which to include the added representation in the application launcher based at least in part a determination of whether one of the plurality of groups is associated with a positional tag.