diff --git a/Cargo.lock b/Cargo.lock
index 6f69461..08ac5cc 100644
--- a/Cargo.lock
+++ b/Cargo.lock
@@ -1663,6 +1663,7 @@ dependencies = [
  "gpui_automation",
  "libc",
  "log",
+ "objc2 0.6.4",
  "png 0.18.1",
  "pretty_assertions",
  "resvg 0.46.0",
diff --git a/crates/dv/Cargo.toml b/crates/dv/Cargo.toml
index b5feba1..5737451 100644
--- a/crates/dv/Cargo.toml
+++ b/crates/dv/Cargo.toml
@@ -47,6 +47,7 @@ gui = [
     "dep:gpui",
     "dep:gpui_platform",
     "dep:libc",
+    "dep:objc2",
     "dep:velopack",
     "dep:windows-sys",
 ]
@@ -118,6 +119,9 @@ gpui_platform = { workspace = true, optional = true, features = ["wayland", "x11
 # Metal toolchain (Xcode's is a separate download).
 [target.'cfg(target_os = "macos")'.dependencies]
 gpui_platform = { workspace = true, optional = true, features = ["font-kit", "runtime_shaders"] }
+# The app's icon in the Dock and the app switcher when it runs outside an app bundle
+# (`dock_icon.rs`, PLAN §13.1): the app's, never the headless build's.
+objc2 = { workspace = true, optional = true }
 
 # dv.exe's and dv-gui.exe's icon and version resource on Windows (`build.rs`); a no-op elsewhere.
 [build-dependencies]
diff --git a/crates/dv/src/app.rs b/crates/dv/src/app.rs
index e655f5e..76b2332 100644
--- a/crates/dv/src/app.rs
+++ b/crates/dv/src/app.rs
@@ -159,6 +159,9 @@ fn start(startup: StartOptions, cx: &mut App) -> Result<()> {
     // An installed copy's updates, in the background (PLAN D9); none under automation.
     #[cfg(any(windows, target_os = "macos"))]
     crate::updates::start(automation, main.shell.clone(), cx);
+    // A development build has no bundle to take its Dock icon from.
+    #[cfg(target_os = "macos")]
+    crate::dock_icon::set_unless_bundled();
     // A background run must never take the foreground from the person at the machine.
     if !dv_ui::automation::is_background() {
         cx.activate(true);
diff --git a/crates/dv/src/dock_icon.rs b/crates/dv/src/dock_icon.rs
new file mode 100644
index 0000000..64377a3
--- /dev/null
+++ b/crates/dv/src/dock_icon.rs
@@ -0,0 +1,75 @@
+//! The app's icon in the Dock and the app switcher on macOS when dv runs outside an app bundle
+//! (a development build, `cargo run`, `target/release/dv`; PLAN §13.1). AppKit takes an app's
+//! icon from its bundle's `CFBundleIconFile`, so a bare executable shows the generic one; this
+//! hands AppKit the bundled icon itself (`-[NSApplication setApplicationIconImage:]`), the same
+//! `resources/macos/dv.icns` the packaged app's bundle carries. A packaged build runs from its
+//! bundle and is left alone.
+
+use std::ffi::{CStr, c_char, c_void};
+
+use objc2::runtime::AnyObject;
+use objc2::{class, msg_send};
+
+/// The icon the packaged app's bundle carries (`script/package`).
+const ICNS: &[u8] = include_bytes!("../resources/macos/dv.icns");
+
+/// Gives the app the bundled icon when it isn't running from an app bundle (module docs).
+/// Nothing happens when AppKit can't read it.
+pub fn set_unless_bundled() {
+    // SAFETY: plain AppKit and Foundation messages on the main thread, where gpui runs the app;
+    // every object returned is checked for nil before use, and `ICNS` outlives the copy
+    // `dataWithBytes:length:` makes of it.
+    unsafe {
+        let bundle: *mut AnyObject = msg_send![class!(NSBundle), mainBundle];
+        if bundle.is_null() {
+            return;
+        }
+        let path: *mut AnyObject = msg_send![bundle, bundlePath];
+        if !path.is_null() {
+            let utf8: *const c_char = msg_send![path, UTF8String];
+            if !utf8.is_null() && is_app_bundle(&CStr::from_ptr(utf8).to_string_lossy()) {
+                return;
+            }
+        }
+        let data: *mut AnyObject = msg_send![
+            class!(NSData),
+            dataWithBytes: ICNS.as_ptr().cast::<c_void>(),
+            length: ICNS.len()
+        ];
+        if data.is_null() {
+            return;
+        }
+        let image: *mut AnyObject = msg_send![class!(NSImage), alloc];
+        let image: *mut AnyObject = msg_send![image, initWithData: data];
+        if image.is_null() {
+            log::warn!("AppKit couldn't read the app icon");
+            return;
+        }
+        let app: *mut AnyObject = msg_send![class!(NSApplication), sharedApplication];
+        let _: () = msg_send![app, setApplicationIconImage: image];
+    }
+}
+
+/// Whether `bundle_path` (`-[NSBundle bundlePath]` of the main bundle) is an app bundle: for a
+/// bare executable it is the executable's folder.
+fn is_app_bundle(bundle_path: &str) -> bool {
+    bundle_path.trim_end_matches('/').ends_with(".app")
+}
+
+#[cfg(test)]
+mod tests {
+    use super::*;
+
+    #[test]
+    fn only_an_app_bundle_keeps_its_own_icon() {
+        assert!(is_app_bundle("/Applications/dv.app"));
+        assert!(is_app_bundle("/Applications/dv.app/"));
+        assert!(!is_app_bundle("/Users/kyle/code/dv/target/release"));
+        assert!(!is_app_bundle("/Users/kyle/apps"));
+    }
+
+    #[test]
+    fn the_embedded_icon_is_an_icns_file() {
+        assert_eq!(&ICNS[..4], b"icns");
+    }
+}
diff --git a/crates/dv/src/lib.rs b/crates/dv/src/lib.rs
index 73fa415..4f69709 100644
--- a/crates/dv/src/lib.rs
+++ b/crates/dv/src/lib.rs
@@ -25,6 +25,8 @@ mod cli;
 mod crash;
 #[cfg(feature = "gui")]
 mod data_dir;
+#[cfg(all(target_os = "macos", feature = "gui"))]
+mod dock_icon;
 #[cfg(feature = "gui")]
 mod fatal;
 #[cfg(all(any(windows, target_os = "macos"), feature = "gui"))]
diff --git a/docs/PLAN.md b/docs/PLAN.md
index a8d1376..14afd44 100644
--- a/docs/PLAN.md
+++ b/docs/PLAN.md
@@ -2352,6 +2352,10 @@ setup**.
   `dv.exe`'s, and `--help` / `--version` show their text in an information box and exit 0. Both carry dv's
   icon (DESIGN §1.7) as resource 1, which gpui loads as the window's icon, and a version
   resource (`crates/dv/build.rs`, `embed-resource`, Windows only).
+  On macOS an app's Dock and app-switcher icon comes from its bundle, which only the packaged app
+  has, so a development build run outside one (`cargo run`, `target/release/dv`) gives AppKit the
+  bundle's icon itself at startup (`dock_icon.rs`: `crates/dv/resources/macos/dv.icns` through
+  `-[NSApplication setApplicationIconImage:]`), leaving a bundled app's alone.
   A Windows child inherits every inheritable handle of its parent, the caller's stdout pipe
   among them, so the first makes its own standard handles non-inheritable before it starts the
   second: a caller capturing the output (`$(dv open .)`, an agent's shell tool) sees its end at