For all prior versions of iOS, I\'ve used the itms-services:// URL to install test iOS apps over the air (OTA). Now, all my devices with iOS8 fail when trying to install app
We had the same problem. Our cause was that TestFlight had installed the bundle previously. It seems that TestFlight has (had) a profile installed, and only it could update the apps, even if they were uninstalled and deleted.
A workaround was to add some suffix to the bundle identifier in the plist.
This of course caused another problem, that a secondary icon was showing until download was complete and the IPA was unpacked and matched with the app already on device.
BIG NOTICE: This is only a problem with iOS8, so you better check the user-agent during the download. It will be itunesd and will contain the exact iOS version.