Usually the first crew on site gets to name the fire. Often they're named after a nearby feature on the map.
This one's near an area with a bunch of apple orchards that's kind of a tourist area too (as many orchards do these days to get by). I've been there before, it's a pretty little mountain area where you would not expect it. From the fire maps I can find it looks like the fire has so far spared the orchards and moved off to the east into national forest. Hopefully everyone is safe.
And here I thought there was a risk that the new iPhone model would be delayed! . In all seriousness, yes prayers for all those involved. A good friend of mine flies firefighting aircraft and fire recon missions at night. Not an easy job.