It seems like Apple changed a whole bunch of things with iOS 8!
As I remember it didn’t used to be like this either, but now all Xcode simulator devices are independent. It looks like compiled apps need to be installed on each “device” individually.
First you need the UDID of the device you want to start. The UDID of each device is different. To get a list of valid UDID strings for each device, type:
xcrun simctl list
At the end of the output you’ll see a bunch of UDID strings for each device. Use one of these UDIDs in place of the UDID-of-device in the command below.
The command to start the Xcode simulator from the command line is:
open -a "iOS Simulator" --args -CurrentDeviceUDID UDID-of-device
I haven’t tried installing apps with external commands into specific Xcode simulators. All my projects are Enterprise which means I use Xcode to select which simulator to start.
EDIT:
I’ve included some instructions in a post further down on how to install and launch apps in the Xcode simulator of choice.
Hopefully these instructions might be useful 