Key Points
- PMI introduces the next-generation VEEV inPrime platform.
- Debuts the AdvanceVape Induction System™.
- Redesigned pods, e-liquids and user interaction.
- Began a phased European rollout between May and June 2026.
- Now available across Greece, Estonia, the UK and Italy.
2Firsts
July14 2026
Philip Morris International (PMI) has introduced VEEV inPrime, the latest addition to its closed-system vape portfolio. Compared with the previous VEEV One series, the new device introduces the AdvanceVape Induction System™, together with redesigned pods, reformulated e-liquids and enhanced user interaction, marking PMI’s expansion of its induction-based technology platform into the vape category.
According to PMI and official IQOS websites, VEEV inPrime began a phased rollout across Europe between May and June 2026, with the product now available in Greece, Estonia, the United Kingdom and Italy.
From Ceramic Heating to an Induction Vaporization Platform
The most significant upgrade in VEEV inPrime lies in its underlying vaporization technology.
Powered by the new AdvanceVape Induction System™, the platform is designed to reduce burnt taste while enhancing flavour delivery. PMI has also redesigned the dedicated VEEV inPrime pods and reformulated the e-liquids specifically for the new platform, creating an integrated next-generation ecosystem.
Compared with the Compact Ceramic technology used in VEEV One, VEEV inPrime represents a platform transition rather than an iterative hardware update.
Redesigned Pods and Enhanced User Experience
Beyond its new vaporization platform, VEEV inPrime introduces a range of user-experience upgrades.
The device features Responsive Draw™ together with Sensorial Feedback, providing subtle haptic notifications when users need to recharge the battery or replace a pod. It also retains low-liquid detection and a translucent mouthpiece for improved pod visibility.
The body is manufactured using approximately 75% recycled aluminium and supports charging in less than 40 minutes. According to PMI, each pod delivers up to approximately 1,400 puffs, depending on market specifications, and is compatible exclusively with the VEEV inPrime platform.
Phased European Rollout
Official IQOS websites indicate that PMI began commercializing VEEV inPrime across Europe between May and June 2026.
Estonia announced the product launch in May 2026, while Greece officially introduced VEEV inPrime on June 8. The device subsequently became available through the IQOS online store and selected specialist retailers in the United Kingdom, while Italy also launched official product support and user guidance, reflecting PMI’s phased market rollout strategy.
Industry Perspective
The significance of VEEV inPrime extends beyond the launch of another vape device. It represents the continued evolution of PMI’s smoke-free technology platform.
Following the introduction of the Smartcore Induction System™ across the IQOS ILUMA portfolio, PMI is now extending induction-based technology into its closed-system vape products through the AdvanceVape Induction System™. This marks the first time induction technology has become the core platform for the VEEV portfolio, rather than remaining exclusive to heated tobacco products.
At the same time, VEEV inPrime introduces not only new hardware but also redesigned pods, reformulated e-liquids and enhanced interaction features as part of an integrated platform strategy. As the closed-system vape market matures, platform-level innovation is increasingly replacing incremental improvements in battery capacity or puff count as a key source of long-term product differentiation.
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Cover Image：Vape Club UK
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