The story of the App Store and the gloss
Since I spent all of 30 minutes solving this problem I thought it may be a useful titbit for others!
Already well documented in the iOS Human Interface Guidelines: to remove gloss from your application AND app store icons you simply set the UIPrerenderedIcon setting in the Info.plist to YES.
Great. So why today when I uploaded my App Store icon did it apply a gloss effect automatically?
Well, funnily enough the reason was simply the order I uploaded the binary and the icon. I already had a developer rejected binary on iTunes Connect which rendered a gloss effect (from In-App Purchase testing *grumble*grumble*). Because I uploaded the new app store icon before the new application binary, the gloss effect was assumed from the original binary and applied automatically. The fix was, of course, to re-upload the new App Store icon once my new “info.plist fixed” binary version had registered.
Perhaps this will save 30 minutes of your day - lesson is to be wary of the binary that may already be present when you upload your App Store icon!
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^PM