Philip Morris Misr Unveils IQOS ILUMA i in Egypt, Marking a New Milestone in Smoke-Free Innovation
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Identity
2 days ago
- Identity
Philip Morris Misr Unveils IQOS ILUMA i in Egypt, Marking a New Milestone in Smoke-Free Innovation
Philip Morris Misr successfully launched its latest heat-not-burn device, IQOS ILUMA i, in Egypt on June 23, 2025. The post-event spotlight focused on the brand's continued commitment to scientific innovation and providing better alternatives for adult smokers. IQOS ILUMA i, featuring a cleaner, more user-friendly experience without combustion or residue. The device introduces advanced features such as an interactive touchscreen, Pause Mode, and extended battery life via FlexBattery technology. The launch attracted notable public figures , highlighting strong cultural relevance and public engagement. The event reinforced Philip Morris International's global vision of a smoke-free future and its ongoing investment in developing science-backed smoke-free products to accelerate the shift away from traditional cigarettes.
Daily News Egypt
24-06-2025
- Daily News Egypt
Philip Morris Misr launches ‘IQOS ILUMA i' in Egypt, marking technological leap in smoke-free innovation
Philip Morris Misr has announced the launch of IQOS ILUMA i in Egypt, the latest and most advanced addition to its portfolio of smoke-free products. As the newest generation of IQOS devices, IQOS ILUMA i underscores PMI's continued commitment to scientific innovation and to offering better alternatives for adult smokers who would otherwise continue using cigarettes or nicotine products. This launch reinforces PMI's global ambition of creating a smoke-free future, leveraging cutting-edge science and 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. 'Following the introduction of IQOS ILUMA in Egypt in 2023, we are now taking the IQOS experience to new heights. IQOS ILUMA i is our most innovative device to date—our flagship product in the portfolio of scientifically substantiated, heat-not-burn smoke-free systems.' The IQOS ILUMA i represents a breakthrough in tobacco heating technology. It is equipped with the SMARTCORE INDUCTION SYSTEM™, which heats tobacco from within—eliminating combustion and providing a cleaner, residue-free experience. The system also removes the need for regular cleaning, making the device more convenient for users. Like its predecessors, the IQOS ILUMA i emits, on average, 95% lower levels of harmful chemicals compared to conventional cigarettes. The device introduces several smart features, including an interactive touchscreen that displays usage information, a Pause Mode allowing users to pause their session for up to 8 minutes, and FlexPuff functionality that enables personalised puff control. In addition, FlexBattery technology improves battery efficiency and extends its lifespan—helping to reduce electronic waste. IQOS ILUMA i is compatible with existing TEREA tobacco sticks, ensuring a seamless and consistent experience for users without the need to switch to new stick formats or systems. 'People smoke for various reasons—not just for nicotine, but also for the taste, sensory experience, and ritual,' said Mircea Zetel Serafim, Director of Smoke-Free Products at Philip Morris Egypt & Levant. 'No single product can satisfy all adult smokers' preferences. That's why we need a diverse portfolio of alternatives that evolve alongside consumer needs and technological advancements.' He noted that IQOS ILUMA i brings together over a decade of research and consumer insights, representing PMI's most sophisticated device to date. Philip Morris International (PMI) continues to advocate for a smoke-free future, rooted in the belief that innovation can transform the tobacco industry. The company sees the development and adoption of scientifically substantiated smoke-free alternatives as a realistic path to eliminating cigarettes. 'We believe traditional cigarettes will be relegated to museums within the next 10 to 15 years,' said Karaman. 'This belief is what drives our ongoing research and development. We aim to offer appealing smoke-free options that encourage every adult smoker to make the switch.' Since 2008, PMI has invested over $14bn in developing, scientifically validating, and commercialising smoke-free products for adults who would otherwise continue to smoke—with the ultimate goal of phasing out the sale of cigarettes entirely. As of 31 December 2024, PMI's smoke-free products were available in 95 markets, with an estimated 38.6 million adult users worldwide. These products accounted for 42% of PMI's total net revenues in the first quarter of 2025.
Tahya Masr
23-06-2025
- Tahya Masr
Philip Morris Misr launches IQOS ILUMA i offering a technological leap in the world of smoke-free products
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. Adult nicotine users looking for further information on IQOS ILUMA i, its features, and additional important information can be found on For more information about our science, please visit: Science Behind PMI's Smoke-Free Products | PMI Science (1) '95% less' represents the average reduction of the 9 chemicals recommended for reduction in cigarette smoke by the World Health Organization, which does not include nicotine. See Important Information on (2) Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free and provides nicotine, which is addictive. Only for use by adults .
