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I've noticed that as of a couple weeks ago, whenever I update one of my apps and it gets approved, it will start showing its icon with the glossy overlay in iTunes preview.
I have not changed a thing, it is not suppose to show the glossy overlay. In itunes connect I can see that the prerendered icon flag is set to true, which is correct. The icon is shown correctly everywhere (in-device, app store, iTunes) except for iTunes preview.
As a perfectionist I find this annoying.
UPDATE:
I tried setting the "Icon already includes gloss effects" (UIPrerenderedIcon) as YES to the app plist, which used to be the old way of letting them know you don't want the gloss effect. The app got approved, and it is still showing the gloss effect in iTunes preview. So this idea is ruled out as a potential solution.
Apple has fixed this issue. You need to submit an update to any app that has this issue, and it will be fixed once the update is approved.