Cannot start IOS mobile app on iPhone simulator


I am having issues with starting the iOS mobile app on the iPhone 11 simulator. When I run the script, I get the following error. (See below). I have tried to follow these steps to build the app in Xcode. I do not see the installed app on the simulator.

Note that with my script runs successfully when I point to an older version of the app. I think the issue is with building the app with Xcode. I followed the link above but as you can see the app is not shown in the installed apps on the device.