I know this is an old thread but I just found this out the hard way. Very annoying little hiccup for an otherwise simple task.
Duracell recommends to manufacturers to put the negative contact further 3.2mm from the edge of the battery (odd wording because they SAY perimeter of the negative terminal but illustrate 3.2mm from the edge of the cell which is the positive terminal).
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Apple puts their negative terminal less than that.
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Also the negative terminal on a Duracell battery starts about .77mm from the cells edge. Whereas competitor batteries start around .5mm (duracell uses a gasket, panasonic and engerizer use a folded edge) and that gasket takes up a little more room. Very minor difference but it exist. (Duracell on the right).
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Even after I cleaned the cell with 99% isopropyl alcohol I'd get inconsistent results. So I did it again and got it to work. Personally I just used a Energizer CR2032 which seemed to work right out of the box.
This is how I spend my Saturdays.....