Philip Morris Middle East, an affiliate of Philip Morris International (PMI), has launched the IQOS ILUMA i in the United Arab Emirates. This device is the latest addition to PMI’s portfolio of smoke-free products.
The launch coincides with the 10th anniversary of IQOS, which initially debuted in Nagoya, Japan, in 2014. PMI reports that its goal is to have over two-thirds of its net revenue generated from smoke-free products by 2030.
According to PMI, the IQOS ILUMA i utilizes induction-heating technology. This technology heats tobacco from within, aiming to provide a consistent taste experience without tobacco residue and eliminating the need for device cleaning.
PMI highlights the following points based on their research:
- Within 10 years, IQOS net revenue has reportedly become comparable to that of Marlboro.
- In Japan, PMI states that nearly one-third of adult smokers use IQOS, and that cigarette sales have declined more rapidly since the introduction of heated tobacco products.
- PMI indicates that as of 2024, there are 25 markets where their smoke-free product revenues exceed 50% of their total net revenue.
- PMI states that IQOS devices, including the new ILUMA i, emit on average, 95% lower levels of harmful chemicals compared to cigarettes.
The IQOS ILUMA i product line includes three devices: IQOS ILUMA i PRIME, IQOS ILUMA i, and IQOS ILUMA i ONE. Currently, the IQOS ILUMA i PRIME and IQOS ILUMA i are available in the UAE. Features highlighted by the company include:
- A touch screen on the device holder for information display.
- A Pause Mode, enabling users to pause and resume device usage.
- FlexPuff, allowing users to adjust their experience.
- FlexBattery, smart feature that prolongs battery lifespan.
PMI has invested over $14 billion in the development and scientific substantiation of smoke-free products since 2008. The company’s portfolio includes cigarettes and smoke-free alternatives. PMI also acquired Swedish Match in 2022, expanding its smoke-free product offerings.
PMI reports that as of December 31, 2024, its smoke-free products were available in 95 markets, and an estimated 38.6 million adults worldwide use them. The company states that its smoke-free business accounted for approximately 39% of its total full-year 2024 net revenues.
