Wildfires force Los Angeles app developer to use his own technology to navigate crisis
The wind whips embers while firefighters battle the fire in the Angeles National Forest near Mt. Wilson as the wildfires burn in the Los Angeles area, during the Eaton Fire in Altadena, California, U.S. January 9, 2025.
Ringo Chiu | Reuters
For almost two years, Viktor Makarskyy has been working on an app that serves as a digital survival kit to help people in disaster zones, which are getting more numerous seemingly by the day given the pace of climate change.
He never imagined his work and personal life would collide in such a profound way.
On Wednesday night, Makarskyy was flying home to Los Angeles from an anniversary trip with his wife in the Cascade Mountains, in the Pacific Northwest. An evacuation order for the Sunset Fire had already been issued extending to just a few blocks from their apartment.
Makarskyy was terrified that the fire would reach their home before they could rescue their cat and collect critical belongings.
“It’s one thing to see pictures online,” Makarskyy told CNBC in an interview Friday, “it’s another thing to see it out the plane window and to have this multisensory experience of your cabin smelling like smoke as you land. It was like entering a war zone.”
Makarskyy is the head of technology at GOES, a startup founded in 2021 with a focus on providing critical health advice and services, mostly in remote areas. Aid workers and intrepid travelers can download the GOES Health app and get quick localized tips on how to deal with bug and animal bites, altitude illnesses, rashes and a host of other challenges.
Hikers can gauge hypothermia risk, and backpackers can plan out how to prepare for a heat wave or look up how to temporarily set a broken bone. All content is written or approved by wilderness medicine doctors, and everything can be accessed offline other than real-time weather and the app’s wildlife risk index.
Increasingly, GOES, which stands for Global Outdoor Emergency Support, is becoming relevant in a much more widespread way, as people in urban environments have to deal with sudden disaster due to hurricanes, tornadoes and catastrophic fires. Since Jan. 6, a day before the LA fires broke out, GOES has seen about an 800% spike in usage in the area, and over the past two weeks the number of new users in California has tripled, the company said.
As of Monday, the massive blazes across LA had killed at least 24 people, obliterated whole neighborhoods and burned thousands of homes and structures. No cause has been identified for the largest fires.
The GOES team with CEO Camilo Barcenas.
Courtesy: GOES
Makarskyy said he uses GOES to check air quality, national alerts, wildfire preparedness guides and more. Back at home, he said, he was surprised to see that although one of the most widely used weather apps showed the air quality around Los Angeles International Airport to be “moderate,” when he viewed a hyperlocal, more precise air quality measurement using GOES, it showed the air quality to be much worse.
“As the developer of this app, I knew it offered exact latitude and longitude,” he said.
GOES is far from alone in seeing a spike in usage due to the rise in disasters. The Watch Duty app, founded in 2021 and developed by a nonprofit group, has become practically ubiquitous in the LA area since the fires erupted. It was the top free app on iOS for much of last week and was still in the top five on Monday, providing LA residents with a precise reading on where fires are burning and spreading, which neighborhoods are in evacuation zones and the location of power outages.
In a post on X on Friday, Watch Duty wrote, “Our systems remain 100% operational while our radio operators sleep in shifts and our engineers are throwing everything they have at it to sustain up to 100,000 requests per second with an average response time of <20 ms.”
Watch Duty was developed by firefighters, dispatchers and first responders specifically to disseminate information related to fires. GOES, by contrast, stumbled into the fire safety market.
According to the GOES app’s launch announcement in 2023, Dr. Grant Lipman, a former professor at Stanford Emergency Medicine and director of its wilderness medicine fellowship, started the company “after treating a hiker in critical condition due to a rattlesnake bite” and seeing the need “to make wilderness medicine more accessible.”
‘The outdoors is changing’
GOES co-founder and CEO Camilo Barcenas spent years in the health-care space and worked for four years overseeing technology at the Stanford Adult Hospital. In 2019, he and his team began working on the GOES project, interviewing people in North America, South America, Asia, Europe and the Middle East about what would have made them feel safer and more prepared when traveling off the grid.
Their realization, he said, was that health care was “so broken systematically,” that the only way to improve is if people learn to take care of themselves first.
“We made this because we believe everyone should have this,” Barcenas said. “The outdoors is changing, and we need to be able to understand what these risks are so we can do better.”
Barcenas said that when Hurricane Helene hit North Carolina in September, he flew in to inform residents and aid groups about how they can use the platform. It’s become increasingly clear, he said, how useful the app can be when climate disasters strike.
“The LA wildfires highlight an acceleration of what we’ve been tracking: the democratization of wilderness medicine for urban survival,” Barcenas said. “When environmental emergencies strike, traditional emergency services and health-care facilities often become overwhelmed or inaccessible.”
Firefighters continue their work in the burning residential areas as wildfires continue to wreak havoc, reaching their fifth day and leaving extensive damage in residential areas in Los Angeles, California, United States on January 12, 2025.
Lokman Vural Elibol | Anadolu | Getty Images
Before arriving back in LA, Makarskyy said, he prepared for his return by checking national alerts within GOES, such as high-wind advisories, air quality and the location of wildfires. Each alert came with access to content written by wilderness medicine doctors on preparation and mitigation techniques.
He read up on “what to do in breathing problem scenarios” related to those alerts. He said he learned that N95 masks are “the only thing that can protect against particulates that are that fine, that small.”
“So rather than buying common surgical masks,” Makarskyy said, “I went ahead and bought the right product for us to keep our lungs safe in this environment.”
Makarskyy said he and his wife were fortunate not to have to evacuate. The fires were far enough away that they were safe but close enough that on Friday morning they woke up to ash coating their car. The closest fire had been contained. Their cat was safe with them.
The GOES app has some features that are free. Users can check on air quality and sunburn risk in their location and see if there’s any extreme weather advisory. For premium access, which includes pocket safety guide information, subscribers pay $6 a month or $36 a year.
Barcenas said there are a lot of new features on the way and that the app has already evolved significantly since launching less than two years ago.
“GOES was originally developed for outdoor adventurers to prepare for trips and manage wilderness medical emergencies with offline, visual first-aid guides,” Barcenas said. “Now, we’re seeing urban residents using it to understand their outdoor health risks and navigating emergencies during environmental crises.”
WATCH: California wildfires will be a $20 billion plus loss for insurers: Wells Fargo’s Elyse Greenspan
U.S. President Donald Trump talks to the media, next to Tesla CEO Elon Musk with his son X Æ A-12, at the White House in Washington, D.C., U.S., March 11, 2025.
Kevin Lamarque | Reuters
Elon Musk said on Tuesday that he doesn’t like high or unpredictable tariffs, but any decision on what happens with them “is entirely up to the president of the United States.”
Speaking on his company’s first-quarter earnings call, with tariff-related uncertainty swirling across the economy, Musk said Tesla is in a relatively good position, compared to other U.S. automakers, because it has “localized supply chains” in North America, Europe and China.
Musk said Tesla is the “least-affected car company with respect to tariffs at least in most respects.”
Tesla reported troubling quarterly earnings and sales on Tuesday, including a 20% year-over-year drop in automotive revenue and a 71% plunge in net income. The company also said that it wasn’t providing any guidance for 2025 at least until its second-quarter update.
While Musk is one of President Donald Trump’s closest advisers, tariffs are the one issue where he’s partially broken with the administration. He recently called Peter Navarro, Trump’s top trade adviser, a “moron” and “dumber than a sack of bricks.”
On Tuesday’s call, however, Musk said, “If some country is doing something predatory with tariffs,” or “if a government is providing extreme financial support for a particular industry, then you have to do something to counteract that.”
Tesla’s stock price has been hammered since the president floated his plan for widespread tariffs earlier this month, and that was after the shares plunged 36% in the first quarter, their worst performance for any period since 2022.
Because Tesla manufactures cars that it sells in the U.S. domestically, the company isn’t subject to Trump’s 25% tariff on imported cars. But Tesla counts on materials and supplies from China, Mexico, Canada and elsewhere for manufacturing equipment, automotive glass, printed circuit boards, battery cells and other products.
Musk said he offers his advice to the president on tariffs.
“He will listen to my advice. But then it’s up to him, of course, to make his decision,” Musk said. “I’ve been on the record many times saying that I believe lower tariffs are generally a good idea.”
He added that he’s an advocate for “predictable tariff structures,” as well as “free trade and lower tariffs.”
Musk said Tesla’s energy business faces an “outsized” impact from tariffs because it sources lithium iron phosphate battery cells, used in his company’s cars, from China.
“We’re in the process of commissioning equipment for the local manufacturing of LFP battery cells in the U.S.,” he said. But he said the company can “only serve a fraction of our total installed capacity” with its local equipment.
“We’ve also been working on securing additional supply chain from non-china based suppliers, but it will take time,” he said.
Musk called Tesla the most “vertically integrated car company” but said that there are still plenty of parts and materials that come from other countries. Even though it’s built a lithium refinery in Texas, “we’re not growing rubber trees and mining iron yet,” he said.
WATCH: Tariffs on batteries out of China can end up being really costly
Elon Musk, CEO of Tesla Inc., in the Oval Office of the White House in Washington, D.C., on Feb. 11, 2025.
Aaron Schwartz | Bloomberg | Getty Images
Tesla CEO Elon Musk began his company’s earnings call on Tuesday by saying that his time spent running President Donald Trump’s Department of Government Efficiency will drop “significantly” starting in May.
Musk, who has watched Tesla’s stock tumble by more than 40% this year, said he’ll continue to support the president with DOGE “to make sure that the waste and fraud that we stop does not come roaring back.”
After spending almost $300 million in the 2024 campaign to help return Trump to the White House, Musk created DOGE and joined the administration with a mission to drastically reduce the size and capability of the federal government.
He said he’ll continue to spend a “day or two per week” on government issues “for as long as the president would like me to do so.”
Musk’s commentary came after his company reported disappointing first-quarter results, including a 20% year-over-year slump in automotive revenue and 71% plunge in net income.
In addition to challenges the company already faced, such as competition out of China and an aging fleet of electric vehicles, Tesla has recently been hit with protests in the U.S. and Europe and brand damage due to Musk’s ties to Trump and his support of Germany’s far-right AfD party.
“The protests that you’ll see out there, they’re very organized,” Musk said on Tuesday’s call. He claimed, without evidence, that some people are likely protesting “because they’re receiving fraudulent money” or are “recipients of wasteful largesse.”
On its website, which was last updated on Sunday, DOGE says its cuts have led to an estimated $160 billion in savings. However, Musk’s estimates of savings have been challenged, and DOGE has deleted some of the largest purported savings.
Over that same stretch, Tesla has lost roughly $600 billion in market cap.
DOGE has also made cuts at agencies charged with oversight of his companies. They include the SEC, Federal Aviation Administration and National Highway Traffic Safety Administration.
The White House said in early February that Musk was serving as a “special government employee,” a designation with fewer requirements when it comes to conflict-of-interest disclosures and ethics policies.
The Department of Justice says the title is for anyone expected to work for the government for 130 days or less in a year. The Trump administration will hit its 130th day at the end of May.
Job cuts from DOGE’s work have come from across the government, at agencies including the Internal Revenue Service, National Park Service, Consumer Financial Protection Bureau, and the departments of Agriculture, Education, Energy, Health and Human Services, Homeland Security, and Veterans Affairs, according to the Associated Press.
As of February, staffers from DOGE had pushed top-ranking officials at the Department of Education out of their offices, rearranged the furniture and set up white noise machines to muffle their voices, according to employees at the agency. U.S. senators expressed concern that DOGE had possibly gained access to federal student loan data on tens of millions of borrowers.
Also in February, the Trump administration said that USAID would shut down as an independent agency and be moved under the State Department.
This photo illustration created on Jan. 7, 2025, in Washington, D.C., shows an image of Mark Zuckerberg, CEO of Meta, and an image of the Meta logo.
Drew Angerer | AFP | Getty Images
Meta’s core online advertising business could take a $7 billion hit this year due to President Donald Trump’s tough China tariffs impacting retailers in the country.
That’s according to a MoffettNathanson research note published Tuesday that analyzes the potential impact of China-linked retailers like Temu and Shien slashing their Facebook and Instagram advertising budgets amid the U.S. and China trade dispute.
The MoffettNathanson analysts pointed to Meta’s latest annual report in which the company revealed that its China revenue was $18.35 billion in 2024, equating to a little over 11% of total its total sales. Like other analysts, MoffettNathanson believe Temu and Shien comprise the bulk of Meta’s China business, and if those online retailers cut back on their ad campaigns this year, the social networking giant’s 2025 ad sales could be impacted by $7 billion.
Meta did not immediately respond for a request for comment.
There are already signs of a pullback, the analysts wrote, citing a CNBC report about Temu reducing its U.S. advertising spending and seeing a big drop in its Apple App Store rankings following Trump’s China tariffs.
“China’s importance to Meta’s business cannot be overstated,” the analysts wrote in the note. “While Meta does not provide a country-level breakdown of revenue within Europe, we logically can presume that China is Meta’s second-largest revenue source after the United States — a remarkable position for a country where Meta has no users or active platforms.”
Meta could be in even more trouble if the broader markets heads into a recession this year, as some analysts and corporate financial chiefs have predicted. A “truly prolonged economic downturn” combined with the U.S. and China trade dispute “could wipe $23 billion in 2025 advertising revenues off Meta’s books and crush our 2025 earnings by -25%,” the analysts said.
“As noted earlier, we believe Meta is particularly exposed to a pullback in ad spend from Chinese advertisers,” the analysts said. “In a scenario where a recession is triggered or exacerbated by escalating trade tensions, Meta would face a dual headwind: cyclical advertising weakness and a targeted decline in Chinese ad spend.”
The MoffettNathanson analysts still maintain a Buy rating on Meta, said they have but decreased their target price by $185 to $525.
Meta shares have dropped about 19% to $499.36 since Trump was officially sworn in as U.S. president for the second time.
The company reports its first-quarter earnings next Wednesday.
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