ADB installation failures

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I have developed an APK which I would like to install on a Samsung phone. I have downloaded and installed the Samsung USB driver and I have my phone (a Galaxy Note 9) connected to my Windows 10 computer. I used Android Studio to develop the software and generate the APK. I am using adb to do the install.

Despite all this, when I attempt to run adb to do the installation:

 adb install -r app.debug.apk
 

I get the following failure:

Performing Push Install
adb: error: failed to get feature set: no devices/emulators found

Am I missing something here? How do I get my apk installed onto my phone?

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