POCO Explains F9 Pro, F9 Ultra Pricing as It Retains Value Strategy

JAKARTA, Jakartaweekly.com — POCO has set a suggested retail price of Rp13.999 million for the POCO F9 Ultra and Rp12.499 million for the POCO F9 Pro in Indonesia. The company said the pricing was determined after considering various factors.

Novita Krisutami, PR Manager of POCO Indonesia, said POCO now positions its F Series as a flagship product line after previously being known for its flagship killer positioning. The shift followed a positive response and strong demand from users for POCO’s flagship products.

“If you ask about value, there were certainly many considerations that we took into account to achieve that value,” Novita told Jakarta Weekly in Jakarta on Monday, October 5, 2026.

Novita said POCO began introducing flagship products the previous year with the POCO F7 Ultra. Earlier this year, the company launched the POCO F8 Pro and POCO F8 Ultra.

According to Novita, demand for the two products was more than 35% higher year-on-year. She said the development demonstrated user acceptance of POCO’s flagship products.

“The gamer culture market for POCO is ready to be at the flagship level. So, in terms of positioning, we have changed. We are no longer a flagship killer because we are offering flagship products, and they have been accepted,” Novita said.

In its latest launch, POCO introduced the POCO F9 Pro and POCO F9 Ultra. According to Novita, both products feature two chipsets and are designed to offer a flagship experience as well as gaming capabilities.

Novita said POCO’s target users are becoming broader as the market becomes more mature. The company continues to classify its target audience as gamer culture because many Indonesians across different age groups play games.

“With these phones, they can get a premium flagship experience while also being able to game because the performance is outstanding,” Novita said.

From a business perspective, Novita said all POCO sales are conducted online. Under the Extreme Value pricing program, the POCO F9 Pro is available through Shopee, while the POCO F9 Ultra is available through Tokopedia or TikTok Shop.

Novita also said POCO does not only offer the F Series. The company continues to have several product lines, namely the C Series, M Series, X Series and F Series. For the F Series, POCO positions it as its flagship line.

“For the F Series itself, it is the flagship,” Novita said.

For its flagship devices, Novita said POCO pays attention to various aspects, ranging from the chipset and camera to audio. POCO has also partnered with BOSE for the audio system.

“We even have a dedicated subwoofer. So, we really have paid attention to everything end to end for POCO itself,” Novita said.

The POCO F9 Ultra is available in Dark Cherry and Black, while the POCO F9 Pro comes in Aurora Green, White and Black. According to Novita, the Aurora Green variant features a glow-in-the-dark capability.