With the default Xcode settings, it can take quite a while to run your app on your device from Xcode. You might notice that the 'Generating dSYM' stage takes ages.

You can disable this for debug builds - just make sure you've got it enabled for your release build, otherwise you won't be able to read crash reports

Go to build settings, under Build Options you'll see 'debug information format', which can be set to 'DWARF' rather than 'DWARF with dSYM file.

It should then build and launch much faster.