diff --git a/.changes/wix-launch-app-checked.md b/.changes/wix-launch-app-checked.md
new file mode 100644
index 000000000..073e4c3ec
--- /dev/null
+++ b/.changes/wix-launch-app-checked.md
@@ -0,0 +1,6 @@
+---
+"tauri-bundler": "patch"
+---
+
+On Windows, the `msi` installer's `Launch App` checkbox will be checked by default.
+
diff --git a/tooling/bundler/src/bundle/windows/templates/main.wxs b/tooling/bundler/src/bundle/windows/templates/main.wxs
index 4b92bd7fc..a37224d3e 100644
--- a/tooling/bundler/src/bundle/windows/templates/main.wxs
+++ b/tooling/bundler/src/bundle/windows/templates/main.wxs
@@ -63,6 +63,7 @@
 
         <!-- launch app checkbox -->
         <Property Id="WIXUI_EXITDIALOGOPTIONALCHECKBOXTEXT" Value="!(loc.LaunchApp)" />
+        <Property Id="WIXUI_EXITDIALOGOPTIONALCHECKBOX" Value="1"/>
         <Property Id="WixShellExecTarget" Value="[!Path]" />
         <CustomAction Id="LaunchApplication" BinaryKey="WixCA" DllEntry="WixShellExec" Impersonate="yes" />