Indonesia has banned the sale of Google Pixel smartphones for failing to meet domestic content requirements, days after blocking Apple’s iPhone 16 from Southeast Asia’s largest mobile phone market.
Indonesia’s Ministry of Industry has said Google phones cannot be traded in Indonesia until they comply with regulations requiring 40% local content for smartphones sold in the country.
Google must obtain local content certification before resuming sales, Industry Ministry spokesman Febri Hendri Antoni Arief told local reporters. “Local content rules and related policies are created to ensure fairness for all investors investing in Indonesia, create added value and deepen the industry structure,” Hendri said.
The ban follows Indonesia’s blocking of iPhone 16 sales last week after Apple failed to keep its promise to invest $95 million. Major smartphone manufacturers will have to manufacture devices, develop firmware or invest in local innovation to meet Indonesia’s content rules.
Indonesian regulations require technology companies to source 40% of their mobile phone and tablet components domestically, which can be met through local manufacturing, firmware development or direct investment in innovation projects.
Companies can meet their needs through a variety of paths. For example, Samsung and Xiaomi have set up manufacturing facilities, and Apple has decided to open a developer academy.
The regulation, implemented through a certification system called “local content level,” forms part of Indonesia’s broader industrial policy to leverage its large consumer market for domestic economic development. Companies that do not meet these standards will face sales restrictions.
Neither Google nor Apple are among the top five smartphone brands in Indonesia, according to marketing research firm Counterpoint.
