Apparatus and methods are disclosed for selecting one or more mobile device applications using context data describing the current environment of a mobile device and application metadata describing environment conditions where applications are more likely to be relevant, in order to improve the experience of discovering, downloading, and installing mobile device applications. According to one embodiment, a method comprises associating metadata with mobile device applications automatically receiving context data representing a current geographical location from a mobile phone, searching the metadata to determine which applications are likely of interest based on the current geographical location, and transmitting notification data to the mobile phone indicating the determined applications.