PMFTC Inc., the Philippine affiliate of Philip Morris International (PMI), has launched the IQOS ILUMA i—its latest and most innovative smoke-free product—in the Philippines.
The company said the launch is a significant step in its vision to accelerate a smoke-free future, offering adult smokers an advanced and intuitive alternative to cigarettes.
It said the new device builds on the success of the IQOS ILUMA’s induction-heating technology, which heats tobacco from within instead of burning it. This provides a clean, consistent, smoke-free experience without fire or ash.
PMI set an ambitious goal to generate two-thirds of its total net revenues from smoke-free products by 2030, a target the Philippine launch supports.
PMFTC president Gijs de Best said, “IQOS ILUMA i represents the next step in our mission to deliver a smoke-free future.”
IQOS is a heated tobacco product (HTP) that does not involve burning, and therefore does not produce smoke, which scientific studies indicate is the cause of many diseases.
De Best said the original IQOS ILUMA had already disrupted the category by introducing induction heating to deliver a consistent taste experience with no tobacco residue or need to clean the device.
The IQOS ILUMA i introduces new features designed to offer a personalized experience. The device holder now includes a touchscreen display allowing users to monitor their session duration at a glance.
It also features a new Pause Mode, enabling users to temporarily stop and resume their session with a simple swipe. This feature is available only in Performance Mode during the first 3 minutes or 8 puffs of the experience.
The new FlexPuff and FlexBattery features react to usage patterns, potentially delivering a more personalized and longer experience compared to previous device generations.
This longer experience can be achieved when fully used on Eco Mode throughout the holder’s lifespan and may vary depending on personal consumption.
PMFTC Smoke-Free Products director Zhenya Ivanov said that 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.”
Reflecting a growing focus on sustainability, the IQOS ILUMA i accessories incorporate recycled materials in their design.
The device was unveiled at the 2025 Smoke-Free Summit and will be available exclusively in IQOS stores and online starting November 21, 2025.
It will roll out to select marketplaces and authorized partners thereafter. Further information can be found on the IQOS PH website.
PMI, through PMFTC, said it is committed to offering a diverse portfolio of smoke-free alternatives to help Filipino smokers reduce harm.
