Philip Morris International presented the new Iqos Iluma i Prime, the most advanced device in the portfolio of products without combustion. The announcement marks an important milestone, celebrating ten years since the launch of Iqos, which first took place in Italy and Japan in 2014. The new device represents a further step towards Philip Morris' goal of eliminate traditional cigarettes, offering more innovative and less harmful alternatives for adult smokers.
Philip Morris' Mission: A Smoke-Free Future
Philip Morris International (SME) is profoundly transforming its mission to build a smoke-free future, aiming to make adult smokers abandon traditional cigarettes in favor of combustion-free products, such as Iqos. The new Iqos Iluma and Prime adds to this portfolio, aiming to accelerate the transition to a smoke-free future. Available today in more than 90 markets worldwide, these devices are designed for adults who would otherwise continue to smoke or use nicotine products. The company has invested 12,5 billion of dollars since 2008 to develop and market these new products, which are expected to generate more than two-thirds of net revenues by 2030.
“Iqos Iluma i Prime is the most advanced Iqos device ever: interactive, innovative and unmistakable. The presentation of this new highly technological device, the result of huge investments in research and development, confirms the Our commitment to a smoke-free future. For more than a decade, at Philip Morris, we have been committed to offering better alternatives – based on science and technology – to adult men and women who would otherwise continue to smoke.” – declared Stefano Volpetti, President Smoke-Free Inhalable Products and Chief Consumer Officer of Philip Morris International.
New Iqos: Innovation and cutting-edge technology
Iqos Iluma i Prime introduce new cutting-edge features, such as the Touch Screen, which allows you to view detailed information about the usage experience, including preheating and battery status. One of the most interesting innovations is the “Pause” mode, which allows you to interrupt use and resume it later with the same Smartcore Sticks.
Furthermore, the Smartcore Induction System technology™ heats tobacco from the inside, ensuring a high quality product. The device also offers the FlexBattery function, which allows you to customize battery usage via the IQOS app, offering a tailored experience.
“Based on listening to the needs and requirements of consumers, we have developed seven generations of IQOS over the years that are increasingly technological and innovative – he declared Gianluca Iannelli, Head of Smoke-Free Products Category by Philip Morris Italy – We want to make a historic transformation of our business and we want to do it in the most sustainable and responsible way possible. This approach is bearing fruit: in Italy, over 2 million smokers have switched to our combustion-free products and have abandoned cigarettes”.
Iqos Iluma i Prime: the features
Iqos Iluma i Prime is designed to be a latest generation device, offering advanced features for a combustion-free experience. The Main characteristics include:
- Touch Screen: to monitor preheating status, duration, available uses and battery.
- Pause Mode: interrupts use and allows you to resume later with the same stick.
- FlexBattery: Allows you to customize battery usage with multiple modes, tailoring the experience to your preferences.
- Design Premium: Available in four colors – Breeze Blue, Aspen Green, Garnet Red, and Midnight Black – Iqos Iluma i Prime offers a refined aesthetic choice.
The device can only be used with the Smartcore Sticks, specially designed to be heated with induction technology. Users can find more information about the product and its features on the official Iqos website.
Philip Morris: an integrated Made in Italy supply chain
Philip Morris continues to strengthen its commitment in Italy, both in terms of technological innovation and sustainability. In addition to the development of advanced products such as Iqos Iluma i Prima, the company also invests in scientific research, digital transition and professional training, with a focus on reducing electronic waste and optimizing natural resources.
Philip Morris has created a integrated supply chain in Italy, which starts from agriculture 4.0 up to manufacturing excellence. The supply chain involves approximately 8.000 Italian companies and generates a direct and indirect economic impact of over 10 billion euros per year, equal to 0,5% of the national GDP. This network of companies not only supports employment, with approximately 41.000 people involved, but represents a model of international success. It has invested in the Italian agricultural supply chain, supporting over 1000 tobacco businesses since 2000 and providing Total investments of 2,5 billion euros by 2027. A 2023 agreement with the Ministry of Agriculture provides for the purchase of 50% of Italian raw tobacco, with investments of up to 500 million euros. Coldiretti cworks to ensure the sustainability of the supply chainThe company promotes good agricultural practices and fair working conditions through the Alp Code.
Philip Morris is also committed in innovation, with initiatives such as “Digital Farmer” and “BeLeaf”, which aim to improve the sustainability and technical skills of farmers. In addition, programs for responsible management of water resources have been implemented to reduce water consumption.
A lindustrial level, Philip Morris Manufacturing & Technology Bologna is a center of excellence for combustion-free products, with investments exceeding 1,5 billion euros. The Center for Industrial Excellence and the Institute for Manufacturing Competences promote research and training in the Industry 4.0 sector.
Philip Morris also inaugurated the Digital Information Service Center in various Italian cities, with planned investments of 180 million euros by 2027. The company is also committed to environmental and social sustainability projects, such as the “REC” recycling program and the “IQOS Refreshed” initiative to reduce electronic waste.
“In 2014 we laid the foundations of the Our vision of a smoke-free future in Italy with the launch of the first Iqos, the device that would lead the transformation of an entire sector. The same year, in Bologna, we laid the first stone of the most largest production hub in the world totally dedicated to non-combustion products” – he stated Marco Hannappel, President and Chief Executive Officer of Philip Morris Italy, emphasizing the centrality of Italy in the group's vision at a global level – “Today, after exactly 10 years, we are proud to have created a integrated supply chain, all Italian, which ranges from the tobacco plant to digital after-sales assistance services, through manufacturing 5.0.”
