For adults in the UAE who smoke and keep hearing about IQOS, the first questions are usually simple: what is it, how is it different from a cigarette and a vape, and how does the device work? This guide explains the basics in plain language, including IQOS technology, TEREA sticks, ILUMA models and practical information for UAE buyers.
Important note first: IQOS is intended for adults aged 18 and over only. It contains tobacco and nicotine, and nicotine is addictive. IQOS is not risk-free or a proven way to quit smoking. If you want to stop using tobacco and nicotine completely, quitting is the best option.
What Is IQOS?
IQOS is a heated tobacco system. Instead of lighting tobacco and burning it, an IQOS device heats a specially designed tobacco stick to release a tobacco aerosol that the user inhales.
Unlike a conventional cigarette, the process does not involve lighting the tobacco. There is no burning cigarette tip or cigarette ash, although the device and its consumables still produce waste.
The main differences are:
- Cigarettes: Burn tobacco to produce smoke.
- Vapes: Heat an e-liquid, usually containing nicotine, to produce an aerosol.
- IQOS: Heats specially designed tobacco sticks without intentionally burning the tobacco.
So, IQOS is neither a conventional cigarette nor a vape. It belongs to a separate category known as heated tobacco products.
Although IQOS does not burn tobacco in the same way as a cigarette, its aerosol can still contain harmful substances. It should not be considered harmless or risk-free.
Who Owns and Makes IQOS?
IQOS is developed and marketed by Philip Morris International (PMI), a multinational tobacco company.
PMI also has a historical connection with the Marlboro brand. However, the business arrangement is more specific than simply saying PMI owns all Marlboro operations worldwide. PMI commercializes Marlboro outside the United States, while the US Marlboro business is handled by Philip Morris USA, which is part of Altria.
PMI launched its first commercial IQOS products in Japan and Italy in November 2014. Japan became one of the brand’s most important markets, and different device editions and tobacco stick varieties have since appeared in several countries.
Today, IQOS is available in multiple international markets, including the UAE. However, product models, tobacco stick varieties, packaging and availability can differ depending on the country.
What Does IQOS Stand For?
You may find websites claiming that IQOS is an abbreviation for a particular phrase. However, IQOS is officially used as the brand name of PMI’s heated tobacco system.
There is no need to expand the name to understand the product. The important distinction is that IQOS refers to the device system, while the compatible tobacco sticks depend on the generation of device being used.
When Was IQOS Invented?
Heated tobacco technology is not entirely new. Tobacco companies experimented with heated tobacco products decades before IQOS became commercially available.
PMI continued developing this technology and introduced its first commercial IQOS products in 2014.
Since then, the devices have evolved through several generations.
The Evolution of IQOS Devices
- 2014: The first IQOS generation featured a separate holder and pocket charger, with a heating blade inside the holder.
- Later blade models: IQOS 2.4 Plus and IQOS 3 DUO introduced design and performance changes. IQOS 3 DUO supported two consecutive sessions before the holder needed recharging.
- IQOS 3 Multi: Introduced an all-in-one design without a separate holder and pocket charger.
- 2021 onward: IQOS ILUMA introduced bladeless induction heating, using specially designed TEREA sticks.
- IQOS ILUMA i generation: Updated models introduced additional features and design changes while retaining the induction-heating system.
This development changed how tobacco sticks are heated and reduced the need for the blade-cleaning routine associated with older IQOS devices.
Where Is IQOS Made and Where Did It Originate?
IQOS is a global product developed by Philip Morris International. PMI has established research and development operations in Switzerland, while the first commercial IQOS launch took place in Japan and Italy.
However, the first launch location does not mean every IQOS device or tobacco stick sold internationally is manufactured in Japan.
Manufacturing locations, packaging and product specifications can vary depending on the product and market.
For UAE buyers, it is worth checking the packaging, product information, seller details and applicable warranty conditions before purchasing. Imported editions may have different packaging and after-sales support arrangements.
How Does IQOS Work?
The basic principle behind IQOS is simple: heat, not burn.
However, the heating technology differs between older IQOS devices and the newer ILUMA generation.
How Does the Older IQOS Blade System Work?
Older IQOS models use a small metal heating blade inside the holder.
When a compatible HEETS stick is inserted, the blade heats the tobacco from inside. This releases an aerosol that the user inhales.
Because the blade comes into contact with the tobacco stick, residue can accumulate around the heating area. These older models therefore require appropriate cleaning and care according to the manufacturer’s instructions.
How Does IQOS ILUMA Induction Heating Work?
IQOS ILUMA uses a different heating method called induction heating.
Instead of a blade inside the holder, compatible TEREA sticks contain a small metal heating element sealed inside the stick.
When a TEREA stick is inserted into an ILUMA device, the device uses an electromagnetic field to heat the internal metal element. That element then heats the tobacco inside the stick.
The main differences include:
- No traditional heating blade inside the holder.
- Induction-based heating technology.
- Specially designed TEREA sticks.
- No regular blade-cleaning routine.
However, ILUMA devices should still be handled and maintained according to their individual instructions.
How Long Does an IQOS Session Last?
Session duration depends on the device generation, model and available settings.
Many standard IQOS ILUMA experiences are designed around a session of approximately six minutes or up to 14 puffs, whichever comes first. However, this should not be treated as a universal specification for every IQOS model.
For accurate session information, check the user guide supplied with your particular device.
What Are the Different IQOS ILUMA Models?
IQOS ILUMA models have similar names, which can make choosing between them confusing for first-time buyers.
The main differences relate to device design, charging arrangements and additional features.
IQOS ILUMA Standard
The standard IQOS ILUMA has two separate components: a holder and a pocket charger.
The holder heats the TEREA stick, while the pocket charger stores additional battery power and recharges the holder between sessions.
IQOS ILUMA Prime
IQOS ILUMA Prime is the premium version of the original ILUMA generation.
It features a different exterior finish and pocket charger design while retaining the same basic induction-heating technology and TEREA compatibility.
IQOS ILUMA One
IQOS ILUMA One uses an all-in-one design.
Unlike the standard ILUMA and Prime, it does not have a separate holder and pocket charger. The device contains its own battery and heating system.
IQOS ILUMA i One
IQOS ILUMA i One is an updated all-in-one device in the ILUMA i generation.
It retains the compact design and TEREA compatibility of the earlier ILUMA One while introducing updated features associated with the newer generation.
IQOS ILUMA i Standard
The IQOS ILUMA i Standard has a separate holder and pocket charger.
It belongs to the newer ILUMA i generation and includes additional features compared with the original standard ILUMA.
IQOS ILUMA i Prime
IQOS ILUMA i Prime is the premium model in the ILUMA i family.
It combines the newer generation’s features with the premium design associated with the Prime range.
All the ILUMA and ILUMA i models described above are designed for TEREA sticks. They are not compatible with HEETS.
What Is TEREA and How Does a TEREA Stick Work?
TEREA is a specially designed tobacco stick made for IQOS ILUMA devices.
It looks similar to a short, slim cigarette, but it is not designed to be lit or used like a conventional cigarette.
A TEREA stick contains several components, including tobacco, a filter and a sealed metal heating element.
When used with a compatible ILUMA device, the induction system heats the metal element, which then heats the tobacco.
What Is Inside a TEREA Stick?
The main components include:
- Tobacco material.
- A filter section.
- A specially designed internal metal heating element.
- Additional materials used in the stick’s construction.
The internal metal component is an important part of the induction-heating system. This is why TEREA sticks are specifically designed for ILUMA devices rather than older blade-based IQOS models.
How Many Sticks Are in a TEREA Pack and Carton?
A standard TEREA pack contains 20 tobacco sticks.
A carton generally contains 10 packs, giving a total of 200 sticks.
The exact packaging and product information should always be checked on the edition available in your market.
TEREA contains tobacco and nicotine. Nicotine levels and product information can vary between editions and countries, so check the packaging rather than relying on figures from another market.
How to Use IQOS ILUMA Step by Step
The operating procedure can vary slightly depending on the model. The following is a general explanation of the ILUMA system.
- Check the battery: Make sure the device has sufficient charge before starting.
- Use a compatible TEREA stick: ILUMA devices are designed for TEREA, not HEETS or conventional cigarettes.
- Insert the stick correctly: Follow the insertion markings and instructions for your particular device. Do not force it into the holder.
- Start the device: Follow the model-specific activation instructions and wait for the ready signal.
- Follow the session indicators: The device will indicate when its heating session has started and when it has ended.
- Remove the used stick: Follow the removal instructions and dispose of the used stick responsibly.
Two mistakes worth avoiding are using an incompatible stick and forcing a stick into the device.
If a stick does not fit properly, stop and check the model and consumable compatibility rather than applying pressure.
How to Use and Store TEREA Sticks Correctly
TEREA sticks are designed exclusively for compatible IQOS ILUMA devices.
They should not be lit, cut open, dismantled or reused after a session.
A few basic handling points are important:
- Keep TEREA sticks in their original packaging.
- Store unopened packs in a cool, dry place.
- Avoid exposing the packs to excessive heat or direct sunlight.
- Keep tobacco sticks away from children and pets.
- Dispose of used sticks responsibly.
Always follow the product packaging and manufacturer’s instructions for storage and handling.
What Should UAE Buyers Know About IQOS?
Adults researching IQOS in the UAE should check a few practical details before purchasing a device.
Check Device and Stick Compatibility
The device generation matters when choosing tobacco sticks.
- IQOS ILUMA models use TEREA.
- Older blade-based IQOS models use HEETS.
These consumables are not interchangeable. Choosing the wrong type can cause compatibility problems.
Check UAE Packaging and Product Information
Imported products can have different packaging, stick varieties and product information.
Check the packaging, applicable UAE labelling and product details before purchasing. Do not assume that an international edition automatically has the same specifications or support arrangements as a UAE-market edition.
Understand Warranty and After-Sales Support
Warranty coverage can depend on the product edition, seller and country of purchase.
Before buying, check:
- Whether the seller provides a valid proof of purchase.
- What warranty terms apply.
- Whether local after-sales support is available.
- Whether the device is compatible with the consumables being sold.
Check Local Regulations
Tobacco products are subject to UAE regulations and age restrictions.
IQOS is intended for adults aged 18 and over. Buyers should check current UAE requirements concerning tobacco products, purchasing and use before making a decision.
It is also important to remember that heated tobacco products contain nicotine and are not risk-free.
Frequently Asked Questions About IQOS
How Does IQOS Work in One Sentence?
IQOS heats specially designed tobacco sticks instead of burning tobacco, producing an aerosol that the user inhales.
Is IQOS a Vape?
No. A vape heats an e-liquid to create an aerosol, whereas IQOS heats specially designed tobacco sticks.
Both products can deliver nicotine, but their technology, consumables and operation are different.
Does IQOS Burn Tobacco?
IQOS is designed to heat tobacco without intentionally burning it. However, not burning tobacco does not mean the resulting aerosol is harmless or free from harmful substances.
Can You Use HEETS in IQOS ILUMA?
No. IQOS ILUMA devices are designed for TEREA sticks.
HEETS are made for compatible older blade-based IQOS devices. The two consumable types should not be interchanged.
Does IQOS ILUMA Need Cleaning?
IQOS ILUMA does not have the traditional heating blade found in older IQOS models, so it does not require the same blade-cleaning routine.
However, the device should still be cared for according to the manufacturer’s instructions. Do not insert cleaning tools or liquids into the device unless the instructions specifically allow it.
How Long Does an IQOS ILUMA Session Last?
Many standard ILUMA sessions last approximately six minutes or up to 14 puffs, whichever comes first. Actual session duration can depend on the device model and settings.
Check the user guide for your specific device.
What Is the Difference Between IQOS and IQOS ILUMA?
IQOS is the overall heated tobacco brand and product system developed by Philip Morris International.
IQOS ILUMA is a newer generation of devices that uses induction heating and TEREA sticks instead of the heating blade and HEETS system found in older models.
Is IQOS Risk-Free?
No. IQOS contains tobacco and nicotine, and nicotine is addictive. Its aerosol can contain harmful substances. It should not be considered harmless, and it is not a proven smoking-cessation treatment.
