Launch Application Macro Not Possible?

Launch Application Macro Not Possible?

Migrated over from a G502x LightSpeed Plus to this beauty and loving it so far. Been able to eke out much more programming from multiple 'G-Shift' profiles.

The one thing that I'm stumped on is, can you really not launch applications or open file locations in macOS/Windows? Such basic functionality is missing? Or am I not understanding how to use this?