(Also, signal is terrible throughout lots of central Edinburgh. I can be at a bus stop just off Princes Street and get nothing at all.)
At one point Edinburgh's bus operator was part of the same legal entity as the company which provided some bus services in my city, though that is no longer true. London has it right, no tourists and almost no locals care about the bus companies. All the buses are painted the same colour, all of them work the same way, who cares which company operates the bus or why?
A standard "non-profit" bus app that all bus companies could use would probably be very useful.
That's not useless but it's no substitute for real time information. Seeing "Your bus is six minutes away" is reassuring in a way that "Well, the bus isn't scheduled for another minute, and maybe it's running late" is not.
In that "Oops, it's diverted" case which annoyed me, my bus was, from that point of view, genuinely getting closer, I could see it on the map. And then I realised, with growing horror, that it's on a road which won't pass me. Maybe that's a glitch? Then I saw the bus itself, in the real world, too late it's actually not coming here.