A scalable graphical user interface system may dynamically transform platform specific graphical user interface widgets migrated within an application graphical user interface between any of a plurality of heterogeneous device platforms. The scalable graphical user interface system includes a platform independent presentation model that is mapped to platform specific graphical user interface widgets. The platform independent presentation model includes platform independent graphical user interface widgets. The platform independent graphical user interface widgets may be selectively transformed with transformation rules to generate a platform specific presentation for use by the application graphical user interface on one of the heterogeneous device platforms. Applicable transformation rules may be prioritized for each selected platform independent graphical user interface widget. A highest priority transformation rule may be applied to transform the selected platform independent graphical user interface widget.