diff --git a/BUILD.gn b/BUILD.gn
index d76ad31..1de8fc0 100644
--- a/BUILD.gn
+++ b/BUILD.gn
@@ -7,6 +7,6 @@ group("root") {
   
   deps = [
     "//mojo/public",
-    "//sample_apps"
+    "//mojo/examples"
   ]
 }
diff --git a/build/install-build-deps.sh b/build/install-build-deps.sh
index 2bb75ba..e1156e8 100755
--- a/build/install-build-deps.sh
+++ b/build/install-build-deps.sh
@@ -84,8 +84,9 @@ install_dep_from_tarfile $MARKUPSAFE_SRC_URL 'markupsafe'
 mkdir -p $THIRD_PARTY_DIR/cython
 cd $THIRD_PARTY_DIR/cython
 curl --remote-name http://cython.org/release/Cython-0.20.2.zip
-unzip Cython-0.20.2.zip -d src
+unzip Cython-0.20.2.zip
 rm -rf Cython-0.20.2.zip
+mv Cython-0.20.2 src
 
 # Install the Mojo shell
 $BUILD_DIR/download_mojo_shell.py
diff --git a/mojo/examples/BUILD.gn b/mojo/examples/BUILD.gn
new file mode 100644
index 0000000..45964ff
--- /dev/null
+++ b/mojo/examples/BUILD.gn
@@ -0,0 +1,33 @@
+# Copyright 2014 The Chromium Authors. All rights reserved.
+# Use of this source code is governed by a BSD-style license that can be
+# found in the LICENSE file.
+
+import("//build/config/ui.gni")
+
+group("examples") {
+  testonly = true
+
+  deps = [
+    "//mojo/examples/apptest",
+    #"//mojo/examples/content_handler_demo",
+    "//mojo/examples/echo",
+    #"//mojo/examples/http_server",
+    #"//mojo/examples/png_viewer",
+    #"//mojo/examples/sample_app",
+    #"//mojo/examples/surfaces_app",
+    #"//mojo/examples/wget",
+  ]
+
+#  if (use_aura) {
+#    deps += [
+#      "//mojo/examples/aura_demo:mojo_aura_demo",
+#      "//mojo/examples/browser",
+#      "//mojo/examples/embedded_app",
+#      "//mojo/examples/media_viewer",
+#      "//mojo/examples/nesting_app",
+#      "//mojo/examples/keyboard",
+#      "//mojo/examples/window_manager",
+#      "//mojo/examples/wm_flow",
+#    ]
+#  }
+}
diff --git a/sample_apps/apptest/BUILD.gn b/mojo/examples/apptest/BUILD.gn
similarity index 87%
rename from sample_apps/apptest/BUILD.gn
rename to mojo/examples/apptest/BUILD.gn
index 321b765..fd9651e 100644
--- a/sample_apps/apptest/BUILD.gn
+++ b/mojo/examples/apptest/BUILD.gn
@@ -14,7 +14,7 @@ group("apptest") {
 }
 
 shared_library("service") {
-  output_name = "example_service"
+  output_name = "mojo_example_service"
 
   sources = [
     "example_service_application.cc",
@@ -32,7 +32,7 @@ shared_library("service") {
 }
 
 shared_library("apptests") {
-  output_name = "example_apptests"
+  output_name = "mojo_example_apptests"
 
   testonly = true
 
@@ -46,12 +46,11 @@ shared_library("apptests") {
 
    deps = [
     ":bindings",
+    "//testing/gtest",
     "//mojo/public/c/system:for_shared_library",
     "//mojo/public/cpp/application:standalone",
-    "//mojo/public/cpp/application:test_support",
+    "//mojo/public/cpp/utility",
    ]
-
-   datadeps = [ ":service", ]
 }
 
 mojom("bindings") {
diff --git a/mojo/examples/apptest/example_apptest.cc b/mojo/examples/apptest/example_apptest.cc
new file mode 100644
index 0000000..f5dccab
--- /dev/null
+++ b/mojo/examples/apptest/example_apptest.cc
@@ -0,0 +1,173 @@
+// Copyright 2014 The Chromium Authors. All rights reserved.
+// Use of this source code is governed by a BSD-style license that can be
+// found in the LICENSE file.
+
+#include <limits.h>
+
+#include "mojo/examples/apptest/example_client_application.h"
+#include "mojo/examples/apptest/example_client_impl.h"
+#include "mojo/examples/apptest/example_service.mojom.h"
+#include "mojo/public/c/system/main.h"
+#include "mojo/public/cpp/application/application_impl.h"
+#include "mojo/public/cpp/bindings/array.h"
+#include "mojo/public/cpp/bindings/callback.h"
+#include "mojo/public/cpp/bindings/string.h"
+#include "mojo/public/cpp/environment/environment.h"
+#include "mojo/public/cpp/environment/logging.h"
+#include "mojo/public/cpp/system/macros.h"
+#include "mojo/public/cpp/utility/run_loop.h"
+#include "testing/gtest/include/gtest/gtest.h"
+
+namespace mojo {
+
+namespace {
+
+// This global shell handle is needed for repeated use by test applications.
+MessagePipeHandle g_shell_message_pipe_handle_hack;
+
+// Apptest is a GTEST base class for application testing executed in mojo_shell.
+class Apptest : public testing::Test {
+ public:
+  explicit Apptest(Array<String> args)
+      : args_(args.Pass()),
+        application_impl_(nullptr) {
+  }
+  ~Apptest() override {}
+
+ protected:
+  ApplicationImpl* application_impl() { return application_impl_; }
+
+  // Get the ApplicationDelegate for the application to be tested.
+  virtual ApplicationDelegate* GetApplicationDelegate() = 0;
+
+  // testing::Test:
+  void SetUp() override {
+    // New applications are constructed for each test to avoid persisting state.
+    MOJO_CHECK(g_shell_message_pipe_handle_hack.is_valid());
+    application_impl_ = new ApplicationImpl(
+        GetApplicationDelegate(),
+        MakeScopedHandle(g_shell_message_pipe_handle_hack));
+
+    // Fake application initialization with the given command line arguments.
+    application_impl_->Initialize(args_.Clone());
+  }
+  void TearDown() override {
+    g_shell_message_pipe_handle_hack =
+        application_impl_->UnbindShell().release();
+    delete application_impl_;
+  }
+
+ private:
+  // The command line arguments supplied to each test application instance.
+  Array<String> args_;
+
+  // The application implementation instance, reconstructed for each test.
+  ApplicationImpl* application_impl_;
+
+  // A run loop is needed for ApplicationImpl initialization and communication.
+  RunLoop run_loop_;
+
+  MOJO_DISALLOW_COPY_AND_ASSIGN(Apptest);
+};
+
+// ExampleApptest exemplifies Apptest's application testing pattern.
+class ExampleApptest : public Apptest {
+ public:
+  // TODO(msw): Exemplify the use of actual command line arguments.
+  ExampleApptest() : Apptest(Array<String>()) {}
+  ~ExampleApptest() override {}
+
+ protected:
+  // Apptest:
+  ApplicationDelegate* GetApplicationDelegate() override {
+    return &example_client_application_;
+  }
+  void SetUp() override {
+    Apptest::SetUp();
+    application_impl()->ConnectToService("mojo:example_service",
+                                         &example_service_);
+    example_service_.set_client(&example_client_);
+  }
+
+  ExampleServicePtr example_service_;
+  ExampleClientImpl example_client_;
+
+ private:
+  ExampleClientApplication example_client_application_;
+
+  MOJO_DISALLOW_COPY_AND_ASSIGN(ExampleApptest);
+};
+
+TEST_F(ExampleApptest, PongClientDirectly) {
+  // Test very basic standalone ExampleClient functionality.
+  ExampleClientImpl example_client;
+  EXPECT_EQ(0, example_client.last_pong_value());
+  example_client.Pong(1);
+  EXPECT_EQ(1, example_client.last_pong_value());
+}
+
+TEST_F(ExampleApptest, PingServiceToPongClient) {
+  // Test ExampleClient and ExampleService interaction.
+  EXPECT_EQ(0, example_client_.last_pong_value());
+  example_service_->Ping(1);
+  EXPECT_TRUE(example_service_.WaitForIncomingMethodCall());
+  EXPECT_EQ(1, example_client_.last_pong_value());
+}
+
+template <typename T>
+struct SetCallback : public Callback<void()>::Runnable {
+  SetCallback(T* val, T result) : val_(val), result_(result) {}
+  ~SetCallback() override {}
+  void Run() const override { *val_ = result_; }
+  T* val_;
+  T result_;
+};
+
+TEST_F(ExampleApptest, RunCallbackViaService) {
+  // Test ExampleService callback functionality.
+  bool was_run = false;
+  example_service_->RunCallback(SetCallback<bool>(&was_run, true));
+  EXPECT_TRUE(example_service_.WaitForIncomingMethodCall());
+  EXPECT_TRUE(was_run);
+}
+
+}  // namespace
+
+}  // namespace mojo
+
+MojoResult MojoMain(MojoHandle shell_handle) {
+  mojo::Environment environment;
+
+  {
+    // This RunLoop is used for init, and then destroyed before running tests.
+    mojo::RunLoop run_loop;
+
+    // Construct an ApplicationImpl just for the GTEST commandline arguments.
+    // GTEST command line arguments are supported amid application arguments:
+    //   mojo_shell 'mojo:example_apptest arg1 --gtest_filter=foo arg2'
+    mojo::ApplicationDelegate dummy_application_delegate;
+    mojo::ApplicationImpl app(&dummy_application_delegate, shell_handle);
+    MOJO_CHECK(app.WaitForInitialize());
+
+    // InitGoogleTest expects (argc + 1) elements, including a terminating NULL.
+    // It also removes GTEST arguments from |argv| and updates the |argc| count.
+    // TODO(msw): Provide tests access to these actual command line arguments.
+    const std::vector<std::string>& args = app.args();
+    MOJO_CHECK(args.size() < INT_MAX);
+    int argc = static_cast<int>(args.size());
+    std::vector<char*> argv(argc + 1);
+    for (int i = 0; i < argc; ++i)
+      argv[i] = const_cast<char*>(args[i].data());
+    argv[argc] = NULL;
+    testing::InitGoogleTest(&argc, &argv[0]);
+    mojo::g_shell_message_pipe_handle_hack = app.UnbindShell().release();
+  }
+
+  mojo_ignore_result(RUN_ALL_TESTS());
+
+  MojoResult result = MojoClose(mojo::g_shell_message_pipe_handle_hack.value());
+  MOJO_ALLOW_UNUSED_LOCAL(result);
+  assert(result == MOJO_RESULT_OK);
+
+  return MOJO_RESULT_OK;
+}
diff --git a/sample_apps/apptest/example_client_application.cc b/mojo/examples/apptest/example_client_application.cc
similarity index 86%
rename from sample_apps/apptest/example_client_application.cc
rename to mojo/examples/apptest/example_client_application.cc
index 132cd8c..ca59eff 100644
--- a/sample_apps/apptest/example_client_application.cc
+++ b/mojo/examples/apptest/example_client_application.cc
@@ -2,7 +2,7 @@
 // Use of this source code is governed by a BSD-style license that can be
 // found in the LICENSE file.
 
-#include "sample_apps/apptest/example_client_application.h"
+#include "mojo/examples/apptest/example_client_application.h"
 
 namespace mojo {
 
diff --git a/sample_apps/apptest/example_client_application.h b/mojo/examples/apptest/example_client_application.h
similarity index 100%
rename from sample_apps/apptest/example_client_application.h
rename to mojo/examples/apptest/example_client_application.h
diff --git a/sample_apps/apptest/example_client_impl.cc b/mojo/examples/apptest/example_client_impl.cc
similarity index 89%
rename from sample_apps/apptest/example_client_impl.cc
rename to mojo/examples/apptest/example_client_impl.cc
index 1bf61e1..d794117 100644
--- a/sample_apps/apptest/example_client_impl.cc
+++ b/mojo/examples/apptest/example_client_impl.cc
@@ -2,7 +2,7 @@
 // Use of this source code is governed by a BSD-style license that can be
 // found in the LICENSE file.
 
-#include "sample_apps/apptest/example_client_impl.h"
+#include "mojo/examples/apptest/example_client_impl.h"
 #include "mojo/public/cpp/utility/run_loop.h"
 
 namespace mojo {
diff --git a/sample_apps/apptest/example_client_impl.h b/mojo/examples/apptest/example_client_impl.h
similarity index 93%
rename from sample_apps/apptest/example_client_impl.h
rename to mojo/examples/apptest/example_client_impl.h
index fd6bc1f..ee835ca 100644
--- a/sample_apps/apptest/example_client_impl.h
+++ b/mojo/examples/apptest/example_client_impl.h
@@ -5,7 +5,7 @@
 #ifndef MOJO_EXAMPLES_TEST_EXAMPLE_CLIENT_IMPL_H_
 #define MOJO_EXAMPLES_TEST_EXAMPLE_CLIENT_IMPL_H_
 
-#include "sample_apps/apptest/example_service.mojom.h"
+#include "mojo/examples/apptest/example_service.mojom.h"
 #include "mojo/public/cpp/system/macros.h"
 
 namespace mojo {
diff --git a/sample_apps/apptest/example_service.mojom b/mojo/examples/apptest/example_service.mojom
similarity index 100%
rename from sample_apps/apptest/example_service.mojom
rename to mojo/examples/apptest/example_service.mojom
diff --git a/sample_apps/apptest/example_service_application.cc b/mojo/examples/apptest/example_service_application.cc
similarity index 92%
rename from sample_apps/apptest/example_service_application.cc
rename to mojo/examples/apptest/example_service_application.cc
index f74e4c3..a62a510 100644
--- a/sample_apps/apptest/example_service_application.cc
+++ b/mojo/examples/apptest/example_service_application.cc
@@ -2,7 +2,7 @@
 // Use of this source code is governed by a BSD-style license that can be
 // found in the LICENSE file.
 
-#include "sample_apps/apptest/example_service_application.h"
+#include "mojo/examples/apptest/example_service_application.h"
 
 #include "mojo/public/c/system/main.h"
 #include "mojo/public/cpp/application/application_connection.h"
diff --git a/sample_apps/apptest/example_service_application.h b/mojo/examples/apptest/example_service_application.h
similarity index 94%
rename from sample_apps/apptest/example_service_application.h
rename to mojo/examples/apptest/example_service_application.h
index 7c3ba49..96843cc 100644
--- a/sample_apps/apptest/example_service_application.h
+++ b/mojo/examples/apptest/example_service_application.h
@@ -5,7 +5,7 @@
 #ifndef MOJO_EXAMPLES_TEST_EXAMPLE_SERVICE_APPLICATION_H_
 #define MOJO_EXAMPLES_TEST_EXAMPLE_SERVICE_APPLICATION_H_
 
-#include "sample_apps/apptest/example_service_impl.h"
+#include "mojo/examples/apptest/example_service_impl.h"
 #include "mojo/public/cpp/application/application_delegate.h"
 #include "mojo/public/cpp/application/interface_factory_impl.h"
 #include "mojo/public/cpp/system/macros.h"
diff --git a/sample_apps/apptest/example_service_impl.cc b/mojo/examples/apptest/example_service_impl.cc
similarity index 90%
rename from sample_apps/apptest/example_service_impl.cc
rename to mojo/examples/apptest/example_service_impl.cc
index 602584d..b8e53d5 100644
--- a/sample_apps/apptest/example_service_impl.cc
+++ b/mojo/examples/apptest/example_service_impl.cc
@@ -2,7 +2,7 @@
 // Use of this source code is governed by a BSD-style license that can be
 // found in the LICENSE file.
 
-#include "sample_apps/apptest/example_service_impl.h"
+#include "mojo/examples/apptest/example_service_impl.h"
 
 #include "mojo/public/cpp/utility/run_loop.h"
 
diff --git a/sample_apps/apptest/example_service_impl.h b/mojo/examples/apptest/example_service_impl.h
similarity index 93%
rename from sample_apps/apptest/example_service_impl.h
rename to mojo/examples/apptest/example_service_impl.h
index 835ad37..18537fa 100644
--- a/sample_apps/apptest/example_service_impl.h
+++ b/mojo/examples/apptest/example_service_impl.h
@@ -5,7 +5,7 @@
 #ifndef MOJO_EXAMPLES_TEST_EXAMPLE_SERVICE_IMPL_H_
 #define MOJO_EXAMPLES_TEST_EXAMPLE_SERVICE_IMPL_H_
 
-#include "sample_apps/apptest/example_service.mojom.h"
+#include "mojo/examples/apptest/example_service.mojom.h"
 #include "mojo/public/cpp/system/macros.h"
 
 namespace mojo {
diff --git a/sample_apps/echo/BUILD.gn b/mojo/examples/echo/BUILD.gn
similarity index 92%
rename from sample_apps/echo/BUILD.gn
rename to mojo/examples/echo/BUILD.gn
index b78a4e8..6c390c9 100644
--- a/sample_apps/echo/BUILD.gn
+++ b/mojo/examples/echo/BUILD.gn
@@ -12,7 +12,7 @@ group("echo") {
 }
 
 shared_library("client") {
-  output_name = "echo_client"
+  output_name = "mojo_echo_client"
 
   deps = [
     ":bindings",
@@ -26,7 +26,7 @@ shared_library("client") {
 }
 
 shared_library("service") {
-  output_name = "echo_service"
+  output_name = "mojo_echo_service"
 
   deps = [
     ":bindings",
diff --git a/sample_apps/echo/echo_client.cc b/mojo/examples/echo/echo_client.cc
similarity index 95%
rename from sample_apps/echo/echo_client.cc
rename to mojo/examples/echo/echo_client.cc
index c4bdcce..1d44d08 100644
--- a/sample_apps/echo/echo_client.cc
+++ b/mojo/examples/echo/echo_client.cc
@@ -4,7 +4,7 @@
 
 #include <stdio.h>
 
-#include "sample_apps/echo/echo_service.mojom.h"
+#include "mojo/examples/echo/echo_service.mojom.h"
 #include "mojo/public/c/system/main.h"
 #include "mojo/public/cpp/application/application_delegate.h"
 #include "mojo/public/cpp/application/application_impl.h"
diff --git a/sample_apps/echo/echo_service.cc b/mojo/examples/echo/echo_service.cc
similarity index 96%
rename from sample_apps/echo/echo_service.cc
rename to mojo/examples/echo/echo_service.cc
index 1c2ffd1..5df36ad 100644
--- a/sample_apps/echo/echo_service.cc
+++ b/mojo/examples/echo/echo_service.cc
@@ -2,7 +2,7 @@
 // Use of this source code is governed by a BSD-style license that can be
 // found in the LICENSE file.
 
-#include "sample_apps/echo/echo_service.mojom.h"
+#include "mojo/examples/echo/echo_service.mojom.h"
 #include "mojo/public/c/system/main.h"
 #include "mojo/public/cpp/application/application_connection.h"
 #include "mojo/public/cpp/application/application_delegate.h"
diff --git a/sample_apps/echo/echo_service.mojom b/mojo/examples/echo/echo_service.mojom
similarity index 100%
rename from sample_apps/echo/echo_service.mojom
rename to mojo/examples/echo/echo_service.mojom
diff --git a/sample_apps/BUILD.gn b/sample_apps/BUILD.gn
deleted file mode 100644
index ca8760d..0000000
--- a/sample_apps/BUILD.gn
+++ /dev/null
@@ -1,12 +0,0 @@
-# Copyright 2014 The Chromium Authors. All rights reserved.
-# Use of this source code is governed by a BSD-style license that can be
-# found in the LICENSE file.
-
-group("sample_apps") {
-  testonly = true
-
-  deps = [
-    "//sample_apps/apptest",
-    "//sample_apps/echo",
-  ]
-}
diff --git a/sample_apps/apptest/example_apptest.cc b/sample_apps/apptest/example_apptest.cc
deleted file mode 100644
index fc03f5d..0000000
--- a/sample_apps/apptest/example_apptest.cc
+++ /dev/null
@@ -1,79 +0,0 @@
-// Copyright 2014 The Chromium Authors. All rights reserved.
-// Use of this source code is governed by a BSD-style license that can be
-// found in the LICENSE file.
-
-#include "sample_apps/apptest/example_client_application.h"
-#include "sample_apps/apptest/example_client_impl.h"
-#include "sample_apps/apptest/example_service.mojom.h"
-#include "mojo/public/cpp/application/application_impl.h"
-#include "mojo/public/cpp/application/application_test_base.h"
-#include "mojo/public/cpp/bindings/callback.h"
-#include "mojo/public/cpp/environment/logging.h"
-#include "mojo/public/cpp/system/macros.h"
-
-namespace mojo {
-namespace {
-
-// Exemplifies ApplicationTestBase's application testing pattern.
-class ExampleApplicationTest : public test::ApplicationTestBase {
- public:
-  // TODO(msw): Exemplify the use of actual command line arguments.
-  ExampleApplicationTest() : ApplicationTestBase(Array<String>()) {}
-  ~ExampleApplicationTest() override {}
-
- protected:
-  // ApplicationTestBase:
-  ApplicationDelegate* GetApplicationDelegate() override {
-    return &example_client_application_;
-  }
-  void SetUp() override {
-    ApplicationTestBase::SetUp();
-    application_impl()->ConnectToService("mojo:example_service",
-                                         &example_service_);
-    example_service_.set_client(&example_client_);
-  }
-
-  ExampleServicePtr example_service_;
-  ExampleClientImpl example_client_;
-
- private:
-  ExampleClientApplication example_client_application_;
-
-  MOJO_DISALLOW_COPY_AND_ASSIGN(ExampleApplicationTest);
-};
-
-TEST_F(ExampleApplicationTest, PongClientDirectly) {
-  // Test very basic standalone ExampleClient functionality.
-  ExampleClientImpl example_client;
-  EXPECT_EQ(0, example_client.last_pong_value());
-  example_client.Pong(1);
-  EXPECT_EQ(1, example_client.last_pong_value());
-}
-
-TEST_F(ExampleApplicationTest, PingServiceToPongClient) {
-  // Test ExampleClient and ExampleService interaction.
-  EXPECT_EQ(0, example_client_.last_pong_value());
-  example_service_->Ping(1);
-  EXPECT_TRUE(example_service_.WaitForIncomingMethodCall());
-  EXPECT_EQ(1, example_client_.last_pong_value());
-}
-
-template <typename T>
-struct SetCallback : public Callback<void()>::Runnable {
-  SetCallback(T* val, T result) : val_(val), result_(result) {}
-  ~SetCallback() override {}
-  void Run() const override { *val_ = result_; }
-  T* val_;
-  T result_;
-};
-
-TEST_F(ExampleApplicationTest, RunCallbackViaService) {
-  // Test ExampleService callback functionality.
-  bool was_run = false;
-  example_service_->RunCallback(SetCallback<bool>(&was_run, true));
-  EXPECT_TRUE(example_service_.WaitForIncomingMethodCall());
-  EXPECT_TRUE(was_run);
-}
-
-}  // namespace
-}  // namespace mojo