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PMI launches heated tobacco device IQOS ILUMA i in Egypt

Jun.25.2025
PMI launches heated tobacco device IQOS ILUMA i in Egypt
PMI launches its latest heat-not-burn device IQOS ILUMA i in Egypt, featuring innovative technologies including the Smartcore induction system while maintaining compatibility with existing TEREA consumables, advancing its smoke-free strategy.

Key Points:

 

Product highlights: Utilizes Smartcore induction heating technology; includes new smart features such as touch screen, pause mode, and full compatibility with existing TEREApod.

 

Market strategy: Upgrading product line again following the success of IQOS ILUMA in 2023; focusing on expansion in Egypt and the Levant region.

 

Company data: E-cigarettes account for 42% of net revenue; there are 38.6 million adult users worldwide (as of December 2024); and a total of over $14 billion has been invested in research and development.

 

 

According to the Egyptian Daily News on June 23, Philip Morris International (PMI) has launched the IQOS ILUMA i in Egypt, claiming it to be "the latest and most advanced smoke-free device in their product portfolio". The device uses a Smartcore induction system to heat tobacco without combustion, providing a cleaner and residue-free experience. It also includes smart features such as a touch screen, pause mode, FlexPuff, and improved battery technology.

 

Ali Nevzat Karaman, the Managing Director of Philip Morris Egypt and Levant Region, stated:

 

"Following the launch of IQOS ILUMA in Egypt in 2023, IQOS ILUMA i is our most innovative device to date and the flagship product in our scientifically verified range of HNB smoke-free systems."

 

The IQOS ILUMA i is compatible with existing TEREA sticks, requiring no changes to specifications. This launch aligns with Philip Morris International's vision for a smoke-free future, supported by over $14 billion in research and development investment and the goal of eliminating cigarettes. Smoke-free products currently account for 42% of Philip Morris International's net revenue, with a projected global adult user base of 38.6 million by December 2024.

 

References:
[1] PMI Launches IQOS ILUMA i in Egypt
[2] Philip Morris Misr launches ‘IQOS ILUMA i’ in Egypt, marking technological leap in smoke-free innovation
Also Read:
[1] PMI Plans to Introduce More Smoke-Free Products in Egypt
[2] CLEW Introduces Nicotine Pouch Products in Egypt

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2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

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