The future of smoke-free innovation has arrived in Saudi Arabia with the launch of IQOS ILUMA i, the most advanced device yet in Philip Morris International’s (PMI) portfolio of heated tobacco systems

Unveiled on July 8, 2025, this launch marks a major milestone in PMI’s ongoing mission to provide scientifically backed, better alternatives for adult smokers who would otherwise continue smoking.

The new device, which comes in two models — IQOS ILUMA i PRIME and IQOS ILUMA i — is now available in the Kingdom, bringing with it a sleek new touchscreen, customizable features like Pause Mode and FlexPuff, and the innovative SMARTCORE INDUCTION SYSTEM™ — a bladeless design that delivers a clean, seamless experience.

Christian Akiki, Managing Director of Philip Morris KSA Trading Company, emphasized the launch’s alignment with Vision 2030, stating: “We are accelerating the transition to a smoke-free future in Saudi Arabia by offering smarter alternatives. IQOS ILUMA i is our most advanced product to date, and one that is tailored to evolving consumer needs.”

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Globally, PMI’s smoke-free products now make up over 40% of its revenue, with plans to increase that to two-thirds by 2030

 The company believes innovation, paired with regulatory and societal support, can drive a global decline in cigarette use.

With its arrival in Saudi Arabia, IQOS ILUMA i stands as a key player in reshaping the Kingdom’s tobacco landscape — prioritizing science, personalization, and sustainability every step of the way.