I can not pick a correct CFBundleIdentifier value it seems.
...
in KeyChain I have this certificate:
iPhone Distribution: Ex
Ditching the wildcard app ID worked for me. Hence I chose the other option in iTunesConnect resulting it in showing me BundleID as being com.example.appname. I then made sure 1) my provisioning for distribution used DistCertificateID.com.example.* 2) to set CFBunldeIdentifier (in Delphi) as same shown in iTunesConnect. I then built and deployed followed by submitting it to Application Loader.