Make targets using % are not working as in "Nothing to be done" - go

Question

I'm trying to compile all my apps from the cmd folder but somehow this makefile is not working.
GO_BUILD_FLAGS =
APPS = my-app another-app stuff
define BUILD_BINARY =
#echo go build $(GO_BUILD_FLAGS) -o $# ./$<
go build $(GO_BUILD_FLAGS) -o $# ./$<
endef
FORCE: ;
bin/%: cmd/% FORCE
$(BUILD_BINARY)
build: $(addprefix bin/,$(APPS))
I'm continously facing following output, no matter I try.
$ make build
make: Nothing to be done for `build'.
$ make bin/my-app
make: Nothing to be done for `bin/my-app'.
$ make bin/another-app
make: Nothing to be done for `bin/another-app'.
$ make bin/stuff
make: Nothing to be done for `bin/stuff'.
Despite FORCE the bin/ targets are not executed. What am I missing?
Running this on MacOS using GNU Make 3.81.
This is how my folder looks like:
$ tree cmd
cmd
├── another-app
│ └── main.go
├── my-app
│ └── main.go
└── stuff
└── main.go
3 directories, 3 files
when running make with -d I get following:
https://pastebin.com/wh6TWxj9 (didn't fit in body as it has a 30000 char limit)

Answer 1

Eventually I found the issue. However I do not understand yet why the define doesn't work.
In the end I just removed:
define BUILD_BINARY =
#echo go build $(GO_BUILD_FLAGS) -o $# ./$<
go build $(GO_BUILD_FLAGS) -o $# ./$<
endef
and replaced the original bin target
bin/%: cmd/% FORCE
$(BUILD_BINARY)
with
bin/%: cmd/% FORCE
go build $(GO_BUILD_FLAGS) -o $# ./$<
Then it starts working.