The launch follows the 10-Year Anniversary of IQOS

Dubai, United Arab Emirates — March 3, 2025 — Philip Morris Middle East, an affiliate of Philip Morris International (PMI) (NYSE: PM) today announced the launch in the United Arab Emirates of IQOS ILUMA i, the latest and most innovative addition to PMI’s growing portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products. Today, whilst not risk-free, this range of better alternatives to cigarettes includes multiple generations of IQOS, the No. 1 tobacco heating system.[1] The launch also follows the recent 10-Year anniversary of IQOS, originally launching in Nagoya, Japan in 2014.