Xcode Run script Build Phase "run script only when installing" option
With Run script only when installing checked, the script only runs when do Product Archive.
In the Xcode Build System Guide (Xcode 3.2.x), it says:
Run script only when installing. Runs the script only during install builds, that is, when using the install option of xcodebuild or when the build settings Deployment Location (DEPLOYMENT_LOCATION) and Deployment Postprocessing (DEPLOYMENT_POSTPROCESSING) are on.