Indonesia has banned the sale of Google's Pixel smartphones, following a previous ban on the official sale of the iPhone 16. The Ministry of Industry said the ban on Google Pixel was imposed because the company had failed to comply with local investment regulations and local content requirements.
This policy was implemented just days after Indonesia blocked sales of the iPhone 16 due to non-compliance with local content regulations.
Local Content Mandate for Smartphones
The Indonesian government has issued regulations requiring all mobile devices marketed domestically to have a minimum of 40% local content requirement (TKDN). According to Industry Ministry spokesman Febri Hendri Antoni Arief, this measure is an effort to create a fair and balanced investment climate for all companies.
To meet the local content requirement (TKDN), companies typically work with local suppliers or source components domestically.
Arief explained that Google, which does not yet have manufacturing facilities in the region, did not meet the TKDN requirements set by the government. As a result, Google's products have not been approved for sale in Indonesia.
Read also: Apple vs. Domestic Law: Indonesia Blocks iPhone 16 Sales Due to Investment and Certification Issues
Entry Allowed, Sales Blocked
According to the Ministry of Industry, approximately 22,000 Google Pixel devices have entered Indonesia this year.
In an official statement last week, the ministry confirmed that mobile devices that do not meet the local content requirement (TKDN) can still be imported into Indonesia, provided they are not traded commercially.
Read also: Bringing iPhone 16 to Indonesia for Sale? It's Illegal!
Indonesia's Smartphone Brand Preferences
Despite these regulations, Indonesian consumers continue to prefer electronic products, especially smartphones, from Asian brands. Data from research firm IDC shows that brands such as OPPO, with a 17% market share, and Samsung, with a 16.4% market share, dominate the smartphone market in Indonesia.
