US dollar breaks through Rp17,700; gadget retailers reveal the impact

The rupiah’s depreciation against the United States dollar (US dollar) to Rp17,700 per US dollar has begun to pressure the gadget retail industry, including premium products such as Apple. Farah Fausa Winarsih, GM of Marketing for Apple at PT MAP Zona Adiperkasa, said the rise in the dollar is indeed an uncontrollable factor, and this condition could potentially affect pricing in the domestic market. ‘So the rise in the dollar is something we can’t control, and there will definitely be an effect on our pricing,’ she said after the launch of the MacBook Neo at Digimap Mall Pacific Place, Jakarta, on Friday 22 May 2026. Farah acknowledged that currency pressure could trigger price adjustments for certain products, especially those already circulating in the market. Meanwhile, for new products entering Indonesia, prices have not yet changed. ‘For the ones that are newly entering now our prices stay here. But for products already in the market, there might be adjustments,’ she stressed. She added that the situation is not limited to Apple products; almost all retail products are affected by fluctuations in the US dollar. ‘This isn’t just Apple products; all products are impacted,’ Farah said. On the other hand, Farah reassured that the dollar rise has not disrupted the supply of Apple products imported into Indonesia. In terms of quantity and distribution, the company claims operations remain normal. Retail players are now more cautious. Although imports are not disrupted and the numbers remain the same, all retail brands are likely to be more conscious whether they can sell with higher prices. Regarding the potential extent of price increases, Farah could not provide exact figures, noting that the dollar movement is highly dynamic and can change within days. ‘We always try to adapt to these prices. Prices can change within three to four days; if the dollar falls, we adjust again. We always try to match the dollar’s developments,’ she explained. Nevertheless, the company remains committed to keeping Apple products affordable for consumers, including through financing with partners ranging from banks to pay-later services. For Farah, financing strategies are key to allowing consumers to purchase devices amid currency pressure. Programs include light instalments, interest-free periods and promotional payment options. In addition, trade-in programmes are seen as a solution to curb the price of new devices. Consumers can exchange their old devices to lower the price of what they buy. ‘With trade-in, the previous device can reduce the price of the new product. So even if the dollar rises, with the promotions on offer, customers can still access the product more easily,’ she concluded.