Philip Morris Malaysia Sdn Bhd (PMM), an affiliate of Philip Morris International (PMI), has officially launched the IQOS ILUMA i, the newest and most advanced addition to its growing portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine. The IQOS brand, now in multiple generations, is the world’s No.1 tobacco-heating system.¹
“As the global smoke-free champion, we strive to deliver science-based, smoke-free alternatives to all adult smokers who would otherwise continue smoking,” said Naeem Shahab Khan, Managing Director of Philip Morris Malaysia & Singapore.
“We leverage science, world-leading brands, and commercial capabilities to provide better alternatives. This innovation renews our smoke-free vision and ambition for over two-thirds of our total net revenue to come from smoke-free products by 2030.”
Raising the Bar in Smoke-Free Innovation
In 2022, IQOS ILUMA entered the Malaysian market with breakthrough induction-heating technology that heats tobacco from within, leaving no tobacco residue and requiring no device cleaning. Today, PMI introduces IQOS ILUMA i, pushing the boundaries even further with smarter, cleaner, and more flexible features.
“IQOS ILUMA i is our most innovative offering to date and the new flagship in our scientifically substantiated, heat-not-burn smoke-free systems,” said Oggie Kapetanovic, President of Heat-Not-Burn Platforms at PMI.
“Consumer feedback continues to fuel our innovation, and this device is a testament to that.”
Over the past decade, IQOS has impacted millions of adult smokers and those around them by helping accelerate an end to cigarettes. In markets like Japan, more than one-third of adult smokers now use IQOS.² As of PMI’s Q1 2025 results, smoke-free products already contribute 42% of total net revenue. PMI’s smoke-free portfolio is now available in 95 markets globally.
What’s New in IQOS ILUMA i
The IQOS ILUMA i series offers three devices in Malaysia:
- IQOS ILUMA i PRIME
- IQOS ILUMA i
- IQOS ILUMA i ONE
All models feature the bladeless SMARTCORE INDUCTION SYSTEM™, which delivers a cleaner and more seamless user experience across various stylish designs.
Key new features include:
- A touchscreen on the holder, giving users quick access to relevant info.
- A Pause Mode, allowing users to swipe up/down to pause and resume the session.⁷
- FlexBattery, which helps extend the battery’s lifespan.⁸
Like its predecessors, IQOS ILUMA i emits an average of 95% lower levels of harmful chemicals compared to cigarettes.³ However, it’s important to note that this does not equate to a 95% reduction in risk.⁴⁵⁶ The product is not risk-free and delivers nicotine, which is addictive.
“We’ve invested heavily in R\&D to create better alternatives, but real change requires collaboration,” added Naeem.
“We urge governments and regulators to embrace innovation and science for public benefit.”
Availability in Malaysia
IQOS ILUMA i devices are available online at www.iqos.com, at authorised retail stores across Malaysia, including East Malaysia, and at selected convenience stores and petrol marts.
1. PMI global estimate of total In-Market Sales of Heated Tobacco Units as of February 2024
2. PMI 2025 First Quarter Results
3. IQOS is not risk-free and provides nicotine, which is addictive. Only for use by adults.
4. Reductions in levels of 9 harmful chemicals WHO recommends reducing in cigarette smoke (excluding nicotine).
5. “95% less” refers to average reductions of a range of harmful chemicals (excluding nicotine) compared to reference cigarette (3R4F).
6. See more at [www.iqos.com](http://www.iqos.com)
7. Pause Mode available in Performance Mode only (first 3 mins or 8 puffs; limited to one pause per session)
8. Battery life extension applies when used fully in Eco Mode; may vary by user behavior
