Ali Nefzat Karman: We rely on science, world-leading brands, and our commercial capabilities to offer better alternatives to our consumers and accelerate the end of the cigarette era. IQOS ILUMA i is our most advanced innovation to date and the new flagship device in our science-based, heat-not-combustible smoke-free product portfolio.

Cairo – Philip Morris Egypt announced the launch of IQOS ILUMA i in the Egyptian market, the latest and most innovative addition to its smoke-free product portfolio. The new device, the next generation of IQOS, reflects Philip Morris International's ongoing commitment to scientific innovation and developing better alternatives for adult smokers who would otherwise continue to smoke or use nicotine products. The launch of this device reinforces the company's vision of a smoke-free future, leveraging advanced science and technology to deliver nicotine without combustion.
“We leverage science, our world-leading brands, and our commercial capabilities to offer consumers better alternatives,” said Ali Nefzat Karman, General Manager of Philip Morris Egypt and Levant. “IQOS ILUMA was launched in Egypt in 2023, and today we are taking IQOS to a new level. IQOS ILUMA i is our most innovative offering yet and the new flagship device in our portfolio of scientifically validated heat-not-combustible smoke-free systems.”
The IQOS ILUMA i device represents 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 frequent cleaning. Like its predecessors, the new device emits, on average, 95% lower levels of harmful chemicals than traditional cigarettes.
The device features a smart design, featuring an interactive touchscreen for easy viewing of usage information, as well as a "Pause Mode" feature that allows users to pause and resume sessions for up to 8 minutes, providing flexibility without wasting energy. The FlexPuff feature also allows users to customize usage to suit individual preferences, while FlexBattery technology helps extend battery life and reduce electronic waste.
The device continues to use TEREA tobacco sticks, as in previous IQOS ILUMA versions, ensuring a seamless and integrated user experience without the need to change sticks or adopt new systems, enhancing ease of use and providing a smooth transition between different versions.
For his part, Mircea Zittel-Serafim, Director of Smoke-Free Products for Philip Morris Egypt and the Levant, said:
“People smoke for many reasons, not just for nicotine, but also for the taste, sensory experience, and ritual associated with smoking. For this reason, no single smoke-free product can meet all adult smokers’ preferences; a variety of alternatives are needed. Our heat-not-combustible product category encompasses several product types and is constantly evolving to meet changing consumer preferences, while leveraging scientific and technological advances. Our ongoing commitment to innovation has guided everything we have done over the past 10 years. With IQOS ILUMA i, we are delivering the sum of our learnings in our most advanced device yet.”
Philip Morris International is committed to a smoke-free future, believing that innovation can truly transform the tobacco industry. The company sees smoke-free alternatives as a realistic way to accelerate the end of the cigarette era.
Ali Nefzat Karman added, "We believe that traditional cigarettes will become a thing of the past within 10 to 15 years, and this vision is the driving force behind our continued research and development. In this context, the company offers a variety of smoke-free products, aiming to offer attractive options to every adult smoker to help them fully transition away from cigarettes."
Since 2008, Philip Morris International has invested more than US$14 billion in developing, validating, and marketing innovative smoke-free products for adults who might otherwise continue to smoke, with the goal of ending the sale of cigarettes altogether.
As of December 31, 2024, the company's smoke-free products were available in 95 markets worldwide, and the company estimates that 38.6 million people used these products. These products accounted for 42% of the company's total global net revenue in the first quarter of 2025.
Adult smokers who would like to learn more about the IQOS ILUMA i device, its features, and important additional information can visit the website:
https://www.IQOS.com
For more about our science, please visit:
Science Behind PMI's Smoke-Free Products | PMI Science
"95% Less" represents the average reduction of nine chemicals recommended for reduction in cigarette smoke by the World Health Organization, excluding nicotine. More important information at IQOS.com
Important information: Does not necessarily mean a 95% risk reduction. IQOS is not risk-free and delivers nicotine, which is addictive. For adult use only.

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