Indonesia has banned the sale of Google Pixel smartphones, citing the tech giant’s failure to comply with domestic content regulations.
This decision, announced shortly after the country blocked Apple’s new iPhone 16 for similar reasons, highlights Indonesia’s commitment to enforcing local content requirements in Southeast Asia’s largest smartphone market.
The Indonesian Ministry of Industry confirmed that Google Pixel devices would remain off the shelves until they meet a regulation mandating 40% local content in all smartphones sold within the country.
The ministry spokesperson, Febri Hendri Antoni Arief, emphasized the intent behind the policy, saying, “The local content rule and related policies are made for fairness for all investors that invest in Indonesia, and for creating added value and deepening the industry structure here.”
Last week, Indonesia also barred Apple’s iPhone 16 from entering its market after the company fell short of a $95 million investment obligation required by local regulations.
To meet these content rules, smartphone manufacturers must either produce devices locally, develop firmware, or commit financially to local innovation initiatives.
Indonesia’s content regulation, enforced via the “local content level” certification system, allows companies to meet the 40% threshold for domestic sourcing of handset and tablet components in various ways.
Samsung and Xiaomi, for example, have chosen to set up manufacturing facilities in the country, while Apple has opted to launch developer academies.
The Ministry of Industry’s local content mandate aligns with Indonesia’s broader industrial goals, using its substantial consumer market to promote domestic economic growth.
For companies, non-compliance with this rule results in sales bans, underscoring the nation’s firm stance on supporting local industry through global tech investments.
