Cover The IQOS Iluma I (Photo: courtesy of IQOS)
The IQOS Iluma I (Photo: courtesy of IQOS)
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PMFTC, the local affiliate of Philip Morris International, introduces the IQOS Iluma I, featuring a touch screen display and Pause Mode, marking a decisive advance in the company’s commitment to a combustion-free future
PMFTC, the Philippine affiliate of Philip Morris International, has announced the arrival of the IQOS Iluma I, marking a substantial advance in its mission for a smoke-free future. This innovation provides adult smokers who might otherwise continue using nicotine products a considered and intuitive option.
The product builds upon the success of its predecessors, continuing to utilise induction-heating technology. This method warms tobacco internally rather than combusting it, ensuring a uniform taste without producing smoke, fire or residual ash.
This development aligns with PMI’s declared global ambition: achieving a future where two-thirds of its total net revenues stem from smoke-free products by 2030. As Gijs de Best, president of PMFTC, noted, the original IQOS Iluma fundamentally altered the category by introducing this cleaner induction-heating system.
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Above Inside the official launch of IQOS Iluma I (Photo: courtesy of IQOS)
Inside the official launch of IQOS Iluma I (Photo: courtesy of IQOS)
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The Iluma I introduces features designed around user autonomy. Its device holder now incorporates a touch screen display, offering a quick visual check on the experience’s progress. A particularly compelling feature is the new Pause Mode, which grants users the capacity to temporarily stop and restart their usage with a simple physical gesture.
Furthermore, the introduction of FlexPuff and FlexBattery functionalities allows the device to adapt to individual usage. These new capabilities respond to a user’s specific habits, offering a personalised and potentially extended experience compared to earlier models. Evgeny Ivanov, PMFTC director for Smoke-Free Products, framed the launch as taking IQOS to “new heights,” confirming the business’s dedication to providing alternatives that remove combustion from the experience.
See also: What’s all the buzz at IQOS TogetherX?
Above Inside the official launch of IQOS Iluma I (Photo: courtesy of IQOS)
Above The IQOS Iluma I (Photo: courtesy of IQOS)
Inside the official launch of IQOS Iluma I (Photo: courtesy of IQOS)
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Unveiled at the 2025 Smoke-Free Summit, the Iluma I release serves as another important milestone in the global strategy to replace cigarettes. It confirms PMFTC’s role in the Philippines as a catalyst for significant change within the industry. The design philosophy also reflects a growing focus on corporate responsibility, with accessories incorporating recycled components, demonstrating responsible product innovation.
The IQOS Iluma I will be available at brand stores and online from November 21, 2025.
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Angela Nicole Regis Guiral is a digital editor at Tatler Philippines. She studied journalism and has since written features that look closely at how culture, lifestyle and social impact converge, while occasionally wandering into the worlds of style and travel.
