For iOS greater than or equal to 8
Under the target's General tab, in the Embedded Binaries section add the framework. This will copy the framework into the compiled so that it can be linked to at runtime.

Why is this happening? : because the framework you are linking to is compiled as a dynamically linked framework and thus is linked to at runtime.
Note : ** Note:** Embedding custom frameworks is only supported in iOS > 8 and thus andan alternative solution that works on older versions of iOS follows.
For iOS less than 8
If you have influence on this framework (have access to the source code / buildbuild process) you may change this framework to be statically linked rather than dynamically linked. This will cause the code to be includeincluded in your compiled app rather than linked to at runtime and thus the framework will not have to be embedded.
How : ** How:** Under the framework's Build Setting tab, in the Linking section, change the Mach-O Type to Static Library. You should now not need to include the framework under embedded binaries.

Including Assets : To include things such as images, audio, or xib/nib files I recommend creating a bundle (essentially a directory, more info here bit.ly/ios_bundle) and then load the assets from the bundle using NSBundle.