IQOS Advances Smoke-Free Vision with the Launch of ILUMA i in the Philippines

MANILA, Philippines, November 24, 2025 – PMFTC, the Philippine affiliate of Philip Morris International (PMI), is taking a significant step forward in its smoke-free future vision with the official launch of IQOS ILUMA i. This latest and most innovative addition to its growing portfolio of smoke-free products offers adults who would otherwise continue to smoke or use nicotine products an advanced and intuitive alternative.

IQOS continues to redefine tobacco enjoyment with cutting-edge technology designed to heat tobacco instead of burning it to deliver a clean, intuitive, and consistent tobacco experience without smoke, fire, or ash.

This latest addition to its smoke-free portfolio in the Philippines demonstrates PMI and PMFTC’s commitment to accelerate the end of smoking. PMI’s ambition is to have 2/3 of its total net revenues come from smoke-free products in 2030.

“IQOS ILUMA i represents the next step in our mission to deliver a smoke-free future,” said Gijs de Best, President of PMFTC. “IQOS ILUMA disrupted the 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,” he added.  

Building on the success of its predecessors, IQOS ILUMA i introduces new features designed to let users enjoy their tobacco experience at their own pace.

“Today, we take IQOS to new heights, with the launch of IQOS ILUMA i—the latest innovation in our smoke-free portfolio, offering a range of advanced features that provides consumers with an even better experience than before. By giving adult smokers in the Philippines more alternatives that don’t involve combustion and smoke, we are accelerating the achievement of a smoke-free country,” Evgeny Ivanov, PMFTC Director for Smoke-Free Products, said. 

The device holder of IQOS ILUMA i includes a touch screen display which allows users to monitor the duration of their experience at a glance. To provide even more control, IQOS ILUMA i also features the new Pause Mode, which lets users pause and resume their smoke-free experience with a simple swipe.¹ Additionally, the new FlexPuff and FlexBattery features react to the users’ usage patterns, helping deliver a more personalized and potentially longer experience compared to previous device generations.²

The new IQOS ILUMA i will be unveiled at the 2025 Smoke-Free Summit, which brings together key business partners, media, and IQOS users to celebrate innovation and progress toward a smoke-free future in the Philippines. This launch represents another milestone in IQOS’ global mission to replace cigarettes with better alternatives for the millions of adult smokers who would

¹ Only available in Performance Mode, during the first 3 minutes or 8 puffs of the experience. When pause is activated, Performance Mode gives you up to two consecutive experiences and pause is available only for one of them.

² Only when fully used on Eco Mode throughout the lifespan of the holder and may vary depending on personal consumption.

otherwise continue to smoke. Reflecting the brand’s growing focus on sustainability, IQOS ILUMA i accessories also incorporate recycled materials in their design, showcasing their efforts to provide responsible innovation for their products.

IQOS ILUMA i will be available exclusively in IQOS stores and IQOS online starting November 21, 2025, and in select marketplaces and authorized partners thereafter.

Further information on IQOS ILUMA i, its features, and additional important information for adult nicotine users can be foundon the IQOS PH website.