First Xcode 9 support, new iTC support and lots of other improvements

* Add support for Xcode 9 by automatically using the right profile for each bundle identifier (#9432) via Felix Krause
* Add support for enabling/disabling phased release (#9372) via Felix Krause
* iOS 11 Subtitle iTunes Connect support (#9396) via Javier Agüera Cazorla
* Update app only if we uploaded a new icon (#9388) via Victor Ronin
* [gym] Fix not using default export method if custom `export_options` without `export_method` are provided (#9429) via Felix Krause
* [match] Add improved error message on match failure when branch is specified (#9428) via Felix Krause
* #6875 deliver: also use --force as a way to overwrite metadata (#9307) via Jerome Lacoste
* LanguageItem keys might be under `localeCode` too (#9421) via Joshua Liebowitz
* Fix headline of "Promotional Text" in summary (#9416) via jnbt
* Update app ratings examples (#9376) via Manuel Martín
* Fix Issue 9402: import cert fails if given a password with special chars (#9406) via Lyndsey Ferguson
* [supply] Add check_superseded_tracks option (#9250) via Marcelo Oliveira

https://github.com/fastlane/fastlane/releases/tag/2.38.0
