Context-aware computing promises a smooth interaction between humans and technology but few studies have been conducted with regards to how autonomously an application should perform. After defining three levels of interactivity between a mobile computing device and its user: personalization, passive context-awareness and active context-awareness, we test which approach will limit users’ perceived sense of control. We also investigate users’ preferences for the three approaches. We conducted an experimental case study, using mobile phone applications to exemplify the three levels of interactivity. Our study shows that users feel less in control when using either passive or active context-aware applications than when personalizing their own applications. Despite this we also find that context-aware applications are preferred over the personalization oriented ones. We conclude that people are willing to give up partial control if the reward in usefulness is great enough.