Automatic assignment of shortcut keys for launching applications or for providing other commands is provided based on the position of corresponding application listings or shortcuts in a menu. The menu may include an applications menu, such as a start menu. The menu may also include an application launch bar listing applications that may be launched therefrom by selecting the respective application, or by entering shortcut keys that are automatically assigned based on the position of the application listing on the launch bar. Methods are provided for assigning application launch shortcut keys, for identifying assigned shortcut keys, for modifying shortcut keys, and for using shortcut keys for instantiating or switching applications.