Philip Morris Middle East Announces the Launch of New IQOS ILUMA i in UAE to Accelerate the Achievement of a Smoke-Free Future

The launch follows the 10-Year Anniversary of IQOS

Dubai, United Arab Emirates — March 3, 2025 — Philip Morris Middle East, an affiliate of Philip Morris International (PMI) (NYSE: PM) today announced the launch in the United Arab Emirates of IQOS ILUMA i, the latest and most innovative addition to PMI’s growing portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products. Today, whilst not risk-free, this range of better alternatives to cigarettes includes multiple generations of IQOS, the No. 1 tobacco heating system. The launch also follows the recent 10-Year anniversary of IQOS, originally launching in Nagoya, Japan in 2014.

“We leverage science, world leading brands and commercial capabilities to provide better alternatives to our adult consumers who would otherwise continue to smoke. IQOS’ 10-Year anniversary in 2024 provided an opportunity to renew our smoke-free vision and our ambition for over two-thirds of our total net revenue to come from smoke-free products by 2030,” said Saim Yasin, Director of Smoke-Free Products Middle East at Philip Morris International,  “IQOS ILUMA disrupted the product category by introducing induction-heating technology that heats tobacco from within, to provide a consistent taste experience, no tobacco residue, and no need to clean the device. Today, we take IQOS to new heights, with the launch of IQOS ILUMA i—the latest innovation in PMI’s smoke-free portfolio, offering a range of advanced features for a clean, seamless, and more flexible experience.”

Over the past 10 years, PMI’s portfolio of scientifically backed smoke-free alternatives, led by IQOS, has created a positive impact on millions of adult smokers who would otherwise continue to smoke and those around them by accelerating an end to cigarettes. Within 10 years of its first launch, IQOS net revenue has become on par with those for Marlboro, making it the number one international nicotine brand and accelerated the decline of cigarettes in many countries. In Japan, for example, nearly one-third of adult smokers are using IQOS and cigarette sales have declined much more rapidly since heated tobacco was launched. Today, there are 25 markets where PMI’s smoke-free product revenues exceed 50% of total net revenue[3], including Bulgaria, Czech Republic, Denmark, Greece, Italy, Poland, and Romania.

“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,” said Oggie Kapetanovic, President Heat-Not-Burn Platforms at PMI. “Like previous IQOS devices, it emits, on average, 95% lower levels of harmful chemicals compared with cigarettes. We are proud that consumer feedback continuously fuels our innovation, and IQOS ILUMA i is a testament to that.”

Saim Yasin added: “PMI has been investing heavily in research and development to provide adults who smoke with better alternatives to cigarettes based on cutting-edge science. But for change to be effectively enacted, all of society at large must play their part. It is important that others—like the scientific community, consumers and their loved ones, media and regulators—embrace the opportunity offered by innovation and science to benefit the world.”

IQOS ILUMA i features

The IQOS ILUMA i is comprised of 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 United Arab Emirates. All three deliver an experience that is clean and seamless thanks to PMI’s bladeless SMARTCORE INDUCTION SYSTEM™ , and bring a range of adaptable new features.

The new touch screen on the device’s holder allows adult users to see relevant information quickly and easily. To personalize the experience, IQOS ILUMA i introduces a new Pause Mode. By swiping up or down on the touch screen, users can pause and resume the device usage where they left off[6]. Additionally, FlexPuff allows adult users to set the pace of their experience.

The new IQOS ILUMA i additionally includes smart features like FlexBattery that help prolong the lifespan of the holder’s battery[7].

Philip Morris International: Delivering a Smoke-Free Future

Philip Morris International is a leading international tobacco company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector. The company’s current product portfolio primarily consists of cigarettes and smoke-free products.

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. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies. In 2022, PMI acquired Swedish Match – a leader in oral nicotine delivery – creating a global smoke-free champion led by the companies’ IQOS and ZYN brands. Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches and versions of PMI’s IQOS devices and consumables - the first ever such authorizations in their respective categories.

Versions of IQOS devices and consumables and General snus also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA. As of December 31, 2024, PMI's smoke-free products were available for sale in 95 markets, and PMI estimates that 38.6 million adults around the world use PMI's smoke-free products. The smoke-free business accounted for approximately 39% of PMI’s total full-year 2024 net revenues. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness and healthcare areas and aims to enhance life through the delivery of seamless health experiences.

References to “PMI”, “we”, “our” and “us” mean Philip Morris International Inc., and its subsidiaries.