Method for cotrolling launching of an application in a electronic device using a touch screen and the electronic device thereof

The present invention provides a method for rapidly controlling an execution of an application according to the length of a continuous touch input in an electronic device using a touch screen, and an electronic device therefor. The method for controlling an execution of an application in an electronic device using a touch screen comprises the following operations of: sensing the touch input in an icon region of the application displayed on the touch screen; displaying at least one menu item corresponding to at least one function of the application based on the continuous touch input after sensing the touch input; and controlling an execution of the application based on the at least one menu item.