According to a report by Egypt’s Daily News on June 23rd, Philip Morris International (PMI) has launched IQOS ILUMA i in Egypt. The company claims that this is “the latest and most advanced smokeless device in its product portfolio”. This device adopts the Smartcore sensing system, which can heat tobacco without burning, providing a cleaner and residue-free experience. It also features smart functions such as a touchscreen, pause mode, FlexPuff and improved battery technology.
Ali Nevzat Karaman, Managing Director of Philip Morris for Egypt and the Levant region, said:
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 portfolio of heating, non-burning and smokeless systems.
IQOS ILUMA i is compatible with the existing TEREA cigarette rods without the need for any specification changes. This release is in line with Philip Morris International’s vision for a smoke-free future, which is backed by over 14 billion US dollars in research and development investment and the goal of eliminating cigarettes. Smokeless products currently account for 42% of Philip Morris International’s net revenue. As of December 2024, the number of adult users worldwide reached 38.6 million.