<?xml version="1.0" encoding="UTF-8"?>
<actions>
    <action>
        <actionName>run</actionName>
        <goals>
            <goal>package</goal>
            <goal>pre-site</goal>
            <goal>moe:launch</goal>
        </goals>
        <properties>
            <skipTests>true</skipTests>
        </properties>
        <activatedProfiles>
            <activatedProfile>moe</activatedProfile>
        </activatedProfiles>
    </action>
    <action>
        <actionName>debug</actionName>
        <goals>
            <goal>package</goal>
            <goal>pre-site</goal>
            <goal>moe:launch</goal>
        </goals>
        <properties>
            <skipTests>true</skipTests>
            <moe.options>debug:${jpda.attach.port}</moe.options>
            <jpda.attach>true</jpda.attach>
            <jpda.attach.trigger>JDWP will wait for debugger on port</jpda.attach.trigger>
        </properties>
        <activatedProfiles>
            <activatedProfile>moe</activatedProfile>
        </activatedProfiles>
    </action>
</actions>

<?xml version="1.0" encoding="UTF-8"?>
<actions>
    <action>
        <actionName>run</actionName>
        <goals>
            <goal>package</goal>
            <goal>pre-site</goal>
            <goal>moe:launch</goal>
        </goals>
        <properties>
            <skipTests>true</skipTests>
        </properties>
        <activatedProfiles>
            <activatedProfile>moe</activatedProfile>
        </activatedProfiles>
    </action>
    <action>
        <actionName>debug</actionName>
        <goals>
            <goal>package</goal>
            <goal>pre-site</goal>
            <goal>moe:launch</goal>
        </goals>
        <properties>
            <skipTests>true</skipTests>
            <moe.options>debug:${jpda.attach.port}</moe.options>
            <jpda.attach>true</jpda.attach>
            <jpda.attach.trigger>JDWP will wait for debugger on port</jpda.attach.trigger>
        </properties>
        <activatedProfiles>
            <activatedProfile>moe</activatedProfile>
        </activatedProfiles>
    </action>
    <action>
        <actionName>CUSTOM-LaunchXcode</actionName>
        <displayName>Launch Xcode</displayName>
        <goals>
            <goal>exec:exec</goal>
        </goals>
        <properties>
            <exec.executable>open</exec.executable>
            <exec.args>xcode/ios.xcodeproj</exec.args>
        </properties>
    </action>    
</actions>

Add UI action to launch Xcode
Add UI action to launch Xcode