While you’re correct that EOs don’t apply to anything other than the Executive Branch (i.e. government agencies), the EO changed the name in the official government database Apple and Google pull from for names of geographic features in the US. As much as I dislike the change, Apple and Google not changing the name when the database changed would be out of the ordinary.Is this normal for companies to make changes on EO's? It is not a law
And given he’s retaliating against reporters for not updating their style guide to use his stupid name, you can bet he would have retaliated against Apple and Google, doubly so if they were going out of their way to keep it by its real name. Probably not in the best interest of Apple to intentionally piss off a famously vindictive bully who is petty enough to rename the Gulf in the first place and happens to be the most powerful person in the world.
Not to say that those who think they should have resisted anyway are necessarily wrong, just providing more context.