Full Breakdown
MapQuest Surges After Defying Trump’s “Lake America” Order
9/7/2026, 1:52:55 AM
The Defiant Decision and Immediate Impact
In late August, MapQuest announced on X that it would continue displaying “Lake Ontario” on its maps, refusing to adopt the name “Lake America” mandated by a recent executive order from President Donald Trump. The post, captioned “We’re not changing it,” was followed by a rapid influx of downloads, propelling the app to the top of the U.S. Apple App Store’s free-app rankings and to No. 2 among free apps in Canada within days.
Background: Executive Order and Mapping Landscape
President Trump signed an executive order directing the Interior Department to rename Lake Ontario to “Lake America” in U.S. federal geographic databases, a move framed as part of broader trade tensions with Canada. Apple Maps and Google Maps quickly complied, updating the lake’s label for U.S. users while retaining the historic name for Canadian and international users. MapQuest had previously resisted a similar renaming of the Gulf of Mexico to “Gulf of America” after Trump’s 2025 order, positioning itself as a “stay-the-course” alternative for users who preferred traditional geographic names.
Data and Statistics
- MapQuest reports more than 1.5 million downloads in under a week, with usage running roughly 50 times its normal rate.
- Other outlets cite “hundreds of thousands” of downloads, indicating a discrepancy between the company’s internal metrics and external estimates.
- A Reuters/Ipsos poll shows 63 percent of Americans disapprove of the lake’s renaming, while only 14 percent support it.
Official Statements & Responses
He emphasized that the surge reflected users’ desire for a map service that respects historic nomenclature.
Criticism & Opposition
The cautionary remarks from Yaverbaum constitute the primary criticism of MapQuest’s approach, suggesting that the company’s political visibility could alienate a portion of its user base despite the short-term download boost.
Why It Matters: Consumer Identity and Brand Revival
Marketing scholars note that MapQuest’s low-cost “buycott”—downloading an app as a statement of values—offers a powerful incentive for users. The episode illustrates how a legacy tech brand can leverage political controversy to rejuvenate its public profile.
Conflicting Reports & Gaps
- Download figures: MapQuest cites over 1.5 million downloads; other coverage references “hundreds of thousands.” The exact magnitude remains unverified.
- User engagement: Berger mentions a dramatic usage increase but provides no concrete session data, leaving the depth of engagement unclear.
Verbatim Quotes
- “We took the same approach we did with the Gulf of Mexico: be part of the conversation, and give people an app that keeps the names they're familiar with,” — Doug Berger, company’s general manager
- “Hundreds of thousands of people signaled to us this weekend that we got it right, by downloading our app,” — Doug Berger, company’s general manager
- “What worked for them was they didn't force this,” — Eric Yaverbaum, CEO of public relations firm Ericho Communications
- “They're an expert at one thing: maps. They get to weigh in on one thing: maps.” — Eric Yaverbaum, CEO of public relations firm Ericho Communications
- “First of all, it’s hilarious and it’s also true,” — Doug Berger, company’s general manager
- “You know, we’re fully committed to our users right now, and the users are... showing what they believe in with by downloading our app.” — Doug Berger, company’s general manager
