Key Points:
Product highlights: Utilizes Smartcore induction heating technology; includes new smart features such as touch screen, pause mode, and full compatibility with existing TEREApod.
Market strategy: Upgrading product line again following the success of IQOS ILUMA in 2023; focusing on expansion in Egypt and the Levant region.
Company data: E-cigarettes account for 42% of net revenue; there are 38.6 million adult users worldwide (as of December 2024); and a total of over $14 billion has been invested in research and development.
According to the Egyptian Daily News on June 23, Philip Morris International (PMI) has launched the IQOS ILUMA i in Egypt, claiming it to be "the latest and most advanced smoke-free device in their product portfolio". The device uses a Smartcore induction system to heat tobacco without combustion, providing a cleaner and residue-free experience. It also includes smart features such as a touch screen, pause mode, FlexPuff, and improved battery technology.
Ali Nevzat Karaman, the Managing Director of Philip Morris Egypt and Levant Region, stated:
"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 range of HNB smoke-free systems."
The IQOS ILUMA i is compatible with existing TEREA sticks, requiring no changes to specifications. This launch aligns with Philip Morris International's vision for a smoke-free future, supported by over $14 billion in research and development investment and the goal of eliminating cigarettes. Smoke-free products currently account for 42% of Philip Morris International's net revenue, with a projected global adult user base of 38.6 million by December 2024.
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