Apple’s Strategy Revealed: How Boulevard Haussmann Triumphed Over Ousmane

July 22, 2025

image accroche

One of Paris’s major roads has been restored to its original name on Apple Maps. The name “Boulevard Ousmane,” temporarily inspired by a famous PSG player, has been replaced with its historical name. This change occurred several days ago, but the update was not consistently applied across Apple Maps.

In the final days of June, Boulevard Haussmann was temporarily renamed after Ousmane Dembélé. The PSG footballer had played a pivotal role in the Champions League final and was named the tournament’s best player.

The brief period of being called Boulevard Ousmane. Image iGeneration.

The reason behind this naming change was never officially explained — it might not have been a planned tribute, as Google Maps had made no such amendment. However, there was speculation that it could have been the result of a coordinated effort by users who reported the name change to Apple, suggesting the new name. It seems that Apple might have accepted the change without further verification, a scenario that seems somewhat hard to believe.

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