As previously committed to, PM launched IQOS ILUMA in Japan yesterday. They have previously stated they also expect to launch it in additional markets before the end of 2021.
It will be very interesting to see what PM says and reports on ILUMA in their third quarter earnings, however, it obviously will be pretty early and therefore unlikely to have significant trends yet at that point.
In addition to the high expectations and excitement behind the product, I think a major benefit is that since the device eliminates the heating blade technology, it eliminates the object of most of the patent lawsuits. I don't think that BAT or anyone else can assert patent claims against PM for ILUMA, which would make it ideal for MO in the US market. They'd bypass that issue as well as be able to offer a premium product in a market that has the spending power to pay for it. However, MO/PM will have to get the FDA to approve the ILUMA device and ILUMA HEETS, which might take a long time as previous IQOS devices did.