On May 15, 2012, at 1:15 PM, Alex Zavatone wrote:

> Right after clicking on an app's icon, the splash screen/launch screen shows 
> that the device has indeed paid attention to you and responded in the manner 
> you expected, namely, the application has launched and is proceeding to load.
> I can not see how this is a bad idea.

It’s psychological. Splash screens make the launch time *seem* slower. The 
screen is in the user’s face saying “Hi! I’m starting up now but I can’t listen 
to you for a while because I’m really slow at launching, so just admire our 
spiffy logo while you’re waiting. Check out the lens flare! Your usage is super 
important to us, so just hang on until we actually finish setting everything 
up. It’s almost ready now…”

It’s the equivalent of calling and immediately being put on hold.

Now, if your app is going to take five or ten seconds to become responsive, 
then I’d agree you can’t just put up a picture of an empty UI — the user is 
going to notice that it’s not interactive and get really frustrated when her 
taps do nothing. But an app should not take that long to launch. When I was at 
Apple the goal was always “one bounce” — on a cold launch the app’s Dock icon 
should bounce only once, and by that time the app should be ready to go. That 
means one second or less. And in that second (or maybe two) the user is not 
going to immediately tap on something; her brain is going to be working on 
parsing the image of the UI, deciding where to tap first, moving her finger 
there...

There’s no reason you can’t accomplish this. Admittedly a lot of iOS apps do 
take a long time to start up (especially games) but I suspect that’s mostly 
because they are dragging in giant 3rd party cross-platform runtime libraries 
and/or interpreters. People have been conditioned to expect games to take a 
long time to load, anyway.

—Jens
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