UITableView select and deselect row

I have a UITableViewcell that stays highlighted after touching it. I would like to know how to remove the highlight right after it becomes visible after your touch.

So when you touch the UITableViewCell I would like it to become selected and highlighted then when the user raises their finger I would like to deselect and unhighlight the UITableViewCell.

This is what I am doing so far, and the deselect works but the cell is still highlighted.

#pragma mark -- select row
- (void) tableView:(UITableView *)tableView didSelectRowAtIndexPath:(NSIndexPath *)indexPath {

    NSLog(@"%@", indexPath);
    NSLog(@"%@", cell.textLabel.text);

}

#pragma mark -- deselect row
-(void) tableView:(UITableView *)tableView didDeselectRowAtIndexPath:(NSIndexPath *)indexPath {

    [tableView deselectRowAtIndexPath:indexPath animated:YES];

}