Philip Morris Misr launches «IQOS ILUMA i» offering a technological leap in the world of smoke-free products
Cairo, 23 June 2025:
Philip Morris Misr has announced the launch of IQOS ILUMA i in Egypt, the latest and most innovative addition to its portfolio of smoke-free products. As the newest generation of IQOS devices, IQOS ILUMA i reflects PMI’s ongoing commitment to scientific innovation and the development of better alternatives for adult smokers who would otherwise continue to smoke or use nicotine products.
This launch reinforces PMI’s global vision for a smoke-free future, leveraging science and advanced technology to deliver nicotine without combustion.
“We leverage science, world leading brands and commercial capabilities to provide better alternatives to our consumers” said Ali Nevzat Karaman, Managing Director of Philip Morris Egypt & Levant. “IQOS ILUMA, launched in Egypt in 2023.
Today, we take IQOS to new heights. IQOS ILUMA i is our most innovative offering to date and the new flagship in our portfolio of scientifically substantiated, heat-not-burn smoke-free systems.”
The new IQOS ILUMA i device is considered a breakthrough in tobacco heating technology. It features the innovative SMARTCORE INDUCTION SYSTEM™, which heats tobacco internally without combustion, giving users a cleaner, residue-free experience without the need for constant cleaning. Like previous IQOS devices, it emits, on average, 95% lower levels of harmful chemicals compared with cigarettes(1) (2)
The device features a smart design, including an interactive touchscreen for easy viewing of usage information, as well as a Pause Mode feature that allows users to pause their experience for up to 8 minutes and seamlessly resume it flexibly without wasting energy. The FlexPuff feature also allows users to customize their usage, while FlexBattery technology helps extend battery life and reduce electronic waste.
The IQOS ILUMA i device continues to use TEREA tobacco sticks, just like previous IQOS ILUMA devices, ensuring a consistent and integrated user experience without the need to change sticks or adopt new systems, enhancing ease of use and providing a seamless transition between different versions.
For his part, Mircea Zetel Serafim, Director of Smoke-Free Products at Philip Morris Egypt & Levant, said: “People smoke for different reasons, not just nicotine, but also taste, sensory experience, and ritual.
No one smoke-free product will meet all adult smokers’ preferences; a portfolio of alternatives is required. Our Heat-not-Burn product category has a range of product types that will evolve to meet changing consumer preferences while taking advantage of developments in technology and science. The drive for continuous innovation has guided everything we’ve done for last 10 years. With IQOS Iluma I we’re bringing everything we’ve learned so far in the shape of our most advanced device yet”
Philip Morris International is committed to a smoke-free future, driven by the belief that innovation can meaningfully transform the tobacco industry. The company sees smoke-free alternatives as a pragmatic way to accelerate an end to cigarettes.
“We believe that traditional cigarettes will belong to museums within the next 10 to 15 years and this vision is the true driving force behind our continued journey of research and development.
In the same context, the company offers a diverse range of smoke-free products, aiming to provide an appealing option for every adult smoker to help them make the definitive switch away from cigarettes” said Ali Nevzat Karaman
Since 2008, PMI has invested over $14 billion to develop, scientifically substantiate, and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of cigarettes.
As of December 31, 2024, PMI’s smoke-free products were available for sale in 95 markets, and PMI estimates they were used by 38.6 million adults around the world. The smoke-free business accounted for 42% of PMI’s first-quarter 2025 total net revenues.
For more information, please visit www.pmi.com and www.pmiscience.com.
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