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Key Points
- PMJ launched IQOS ILUMA i Bold Ruby and IQOS ILUMA i ONE Bold Ruby on September 16, with distribution through convenience stores and selected tobacco retailers scheduled from September 29.
- Bold Ruby is a regular colorway rather than a limited edition, adding a red-toned option to the regular ILUMA i lineup.
- The color is available for the IQOS ILUMA i and IQOS ILUMA i ONE, with no corresponding IQOS ILUMA i PRIME version.
- The devices are priced at JPY 6,980 and JPY 3,980, respectively, in line with the corresponding models in other regular colors.
- Publicly available specifications indicate no changes to the heating system, battery, device functions or tobacco-stick compatibility.
2Firsts
September 22, 2026
According to information published by Philip Morris Japan (PMJ) on September 16, the company launched Bold Ruby as a new color for its IQOS ILUMA i and IQOS ILUMA i ONE heated tobacco devices in Japan. Initial sales began through IQOS online and physical channels, with convenience stores and selected tobacco retailers scheduled to begin carrying the products from September 29.
Bold Ruby Comes to ILUMA i and ONE, but Not PRIME
The Bold Ruby colorway is available for the standard IQOS ILUMA i and the all-in-one IQOS ILUMA i ONE. No corresponding IQOS ILUMA i PRIME version has been announced.
Bold Ruby joins the lineup as a regular color rather than a limited-edition release. Japanese product publication RELAZO identifies it as a new red-toned option in the regular ILUMA i lineup. Earlier-generation IQOS ILUMA devices previously featured red-family colors including Sunset Red.
PMJ describes Bold Ruby as a red color symbolizing passion. Images and hands-on coverage published by Japanese media show a relatively deep red finish rather than a bright red.
| Product Information | IQOS ILUMA i Bold Ruby | IQOS ILUMA i ONE Bold Ruby |
|---|---|---|
| Category | Heated tobacco device | All-in-one heated tobacco device |
| Color | Bold Ruby | Bold Ruby |
| Release Type | Regular, non-limited color | Regular, non-limited color |
| Japan Price | JPY 6,980 | JPY 3,980 |
| Initial Launch | September 16, 2026 | September 16, 2026 |
| Convenience Stores | From September 29, 2026 | From September 29, 2026 |
| Hardware Platform | IQOS ILUMA i | IQOS ILUMA i ONE |
| PRIME Version | None | None |
Pricing Remains Unchanged, With No Core Hardware Update
The two Bold Ruby devices retain the pricing of their corresponding models, at JPY 6,980 for the IQOS ILUMA i and JPY 3,980 for the IQOS ILUMA i ONE.
PMJ's announcement focuses on the addition of the new color and its distribution schedule, with no changes announced to the heating system, battery, device functions or tobacco-stick compatibility. Specifications reported by Japanese product media also show dimensions, weight, charging and usage specifications consistent with the existing models.
The release therefore expands the regular color and SKU lineup while retaining the existing ILUMA i hardware platforms.
Convenience-Store Rollout Begins Sept. 29
PMJ is rolling out the Bold Ruby models in stages.
From September 16, the devices became available through the IQOS Online Store, official IQOS stores on Rakuten and Yahoo!, the IQOS LINE account and telephone orders through the IQOS Customer Center.
Physical distribution includes four IQOS Stores nationwide, including IQOS Flagship Ginza, as well as selected IQOS Shops at retailers including Yamada Denki and Bic Camera and IQOS Corners at selected Don Quijote group stores.
From September 29, PMJ will expand distribution to convenience stores and selected tobacco retailers across Japan. Actual delivery and on-sale dates may vary by store.
Industry Perspective: PMJ Expands Regular ILUMA i SKUs
Unlike a limited-edition or collaborative design, Bold Ruby is being incorporated directly into the regular IQOS ILUMA i lineup while retaining the existing hardware and pricing structure.
The rollout also reflects a phased distribution approach in Japan, beginning with IQOS-owned, online and selected specialist retail channels before expanding to the broader convenience-store network.
The release follows the September 4 opening of IQOS Flagship Ginza in Tokyo. The new flagship is among the IQOS locations carrying Bold Ruby from September 16, before the wider convenience-store rollout begins on September 29.
At the portfolio level, Bold Ruby is limited to the ILUMA i and ILUMA i ONE and has not been extended to the higher-positioned ILUMA i PRIME.
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Cover image source: Philip Morris Japan / IQOS
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