PMFTC Inc., the local affiliate of Philip Morris International (PMI), has launched the IQOS ILUMA i, its latest smoke-free product, to offer adult smokers an advanced alternative as the company commits to accelerating the end of smoking.

In a statement, PMFTC president Gijs de Best said the launch of the IQOS ILUMA i marked a major step forward toward the company’s vision of a smoke-free future.

The device was unveiled at the 2025 Smoke-Free Summit, an event that gathers key business partners, media, and IQOS users to celebrate progress toward a smoke-free Philippines.

The product will be available exclusively in IQOS stores and IQOS online starting Nov. 21, and in select marketplaces and authorized partners thereafter.

Evgeny Ivanov, PMFTC director for smoke-free products, said the new product continues to redefine tobacco enjoyment with cutting-edge technology designed to heat tobacco instead of burning it, delivering a consistent experience without smoke, fire, or ash.

Ivanov added that this new addition demonstrates PMI and PMFTC’s commitment to its ambition of having two-thirds of its total net revenues come from smoke-free products in 2030.

De Best also noted that IQOS ILUMA had previously disrupted the category by introducing induction-heating technology.

“IQOS ILUMA i represents the next step in our mission to deliver a smoke-free future,” he said.

The prior version heats tobacco from within to provide a consistent taste experience with no tobacco residue and no need to clean the device, he added.

Building on that success, the IQOS ILUMA i introduced new features for a more personalized experience. The device holder includes a touch screen display which allows users to monitor the duration of their experience at a glance, and a new Pause Mode that lets users pause and resume their session with a simple swipe.

Ivanov noted 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.”

The device also features new FlexPuff and FlexBattery features, which react to the users’ usage patterns, helping deliver a more personalized and potentially longer experience compared to previous device generations.

Furthermore, the accessories for the IQOS ILUMA i incorporate recycled materials in their design, reflecting the brand’s growing focus on sustainability.