Your cold app launch latency is the time between when your user launches the app from scratch and when it is responsive and accepting touch events. This can be broken down into three types of app launches: cold starts, hot starts, and warm starts. A cold start occurs when the user launches the app for the first time since booting or after killing the application, resulting in a slow launch due to extensive system work. In contrast, a hot start happens when the app's process is already running in the background, making it faster. Warm starts occur when the app performs some of the cold start tasks even if the process is already running. The ideal startup times for apps are considered to be less than 5 seconds for cold launches, 1.5 seconds for hot launches, and 2 seconds for warm launches. However, users expect apps to launch in 2 seconds or less, so targeting a cold app launch time of 1.5-2 seconds is recommended. A cold app launch is a multi-stage process that includes several phases, including OS creation, app object creation, main thread launching, view inflation, layout, and draw. Developers can use Instabug's EndAppLaunch API to custom configure the end of their app launch and accurately assess their actual launch duration. By monitoring slow stages with an APM tool, reducing memory usage, deferring non-critical processes, testing obsessively, and following best practices, developers can optimize their cold app launches to improve user experience.