Following the advice in this answer Custom UITableViewCell selection style? about how to make a custom selection style for a UITableViewCell I did the following.
First, in my custom view controller, which has a UITableView as a property and which serves as its datasource and delegate I have the following:
- (UITableViewCell *)tableView:(UITableView *)tableView cellForRowAtIndexPath:(NSIndexPath *)indexPath {
    //UITableViewCell *cell;
    NavTableViewCell *cell;
    cell = [tableView dequeueReusableCellWithIdentifier:@"Cell"];
    cell.selectionStyle = UITableViewCellSelectionStyleNone;
Then this is my entire custom UITableViewCell:
#import "NavTableViewCell.h"
@implementation NavTableViewCell
- (void)awakeFromNib {
    // Initialization code
}
- (void)setSelected:(BOOL)selected animated:(BOOL)animated {
    [super setSelected:selected animated:animated];
    // Configure the view for the selected state
}
- (void)setHighlighted:(BOOL)highlighted animated:(BOOL)animated {
    [super setHighlighted:highlighted animated:animated];
    if(highlighted){
        self.contentView.alpha = .5;
    }else{
        self.contentView.alpha = 1;
    }
}
@end
I have also tried putting the code in setSelected. In both cases I don't see any change in my selected/highlighted table view cell. I have tried changing its color and changing the colors of the labels within it, but there is simply no change. I have also tried going through all the kinds of selection styles for the cell, all to no avail as far as seeing my customization.
What am I doing wrong?
 
     
     
    