I added a vanilla Today Application Extension and run with the new scheme created by XCode.
After it finishes building (\"Build Succeeded\" pops up), it failed straight
This can also happen in Xcode 7 because "Upgrade to recommended settings" will change CFBundleIdentifier to point to $(PRODUCT_BUNDLE_IDENTIFIER) instead of the old $(BUNDLE_IDENTIFIER).
Apple says in the Xcode 7 release notes that PRODUCT_BUNDLE_IDENTIFIER is now "the recommended place to set the Bundle Identifier for a target." So if you're using BUNDLE_IDENTIFIER anyplace else in your project, be sure to change it to PRODUCT_BUNDLE_IDENTIFIER to keep things in sync.