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Philip Morris Malaysia Sdn Bhd (PMM) has announced the launch of IQOS ILUMA i
It is the latest and most innovative addition to its growing portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products.
"As the global smoke-free champion, we strive to deliver science-based, smoke-free alternatives to all adult smokers who would otherwise continue smoking. We leverage science, world leading brands, and commercial
capabilities to provide better alternatives to our consumers. This innovation provides an opportunity for us to renew our smoke-free vision and our ambition for over two-thirds of our total net revenue to come from smoke-free products by 2030," said Naeem Shahab Khan, Managing Director of Philip Morris Malaysia & Singapore.
PMI's studies to date have found that IQOS generates no combustion and no smoke
Like previous IQOS devices, IQOS ILUMA i emits, on average, 95% lower levels of harmful chemicals compared to cigarettes. Importantly, this does not necessarily equal a 95% reduction in risk and IQOS ILUMA i is not risk-free.
The IQOS ILUMA i series offers three devices in Malaysia: IQOS ILUMA i PRIME, IQOS ILUMA i, and IQOS ILUMA i ONE.
The new tobacco heating device includes smart features like FlexBattery that help prolong the lifespan of the holder's battery. Like the previous series of IQOS ILUMA, these devices use induction-heating technology.
IQOS ILUMA i devices are available on the IQOS website and at authorised stores throughout Malaysia.
Over the past 10 years, Philip Morris International's (PMI) line-up of scientifically backed smoke-free alternatives, led by IQOS, has created a positive impact on millions of adult smokers
Within 10 years, IQOS became the number one heated tobacco brand and accelerated the decline of cigarettes in many countries.
In Japan, for example, more than one-third of adult smokers are using IQOS. Based on the PMI's 2025 first-quarter results, the smoke-free business accounts for 42% of the total net revenues.
Today, there are 95 markets where PMI's smoke-free products are available.
