Demystifying IQOS Pronunciation - How to Say & Spell It Right

Adult smokers looking to switch from cigarettes to smoke-free alternatives may already be familiar with IQOS and heated tobacco. IQOS is Philip Morris International’s leading brand of heated tobacco products. Included in the new device range is the IQOS ILUMA series – comprising of the IQOS ILUMA, IQOS ILUMA ONE and IQOS ILUMA PRIME.

IQOS ILUMA Smartcore Induction Technology heats tobacco instead of burning it to deliver the taste of real tobacco. In fact, IQOS ILUMA emits on average 95% lower levels of harmful chemicals compared to cigarettes.*

Important information: This does not necessarily equal a 95% reduction in risk. IQOS ILUMA is not risk-free.

* Reductions in levels of the 9 harmful chemicals the World Health Organization recommends to reduce in cigarette smoke, which do not include nicotine. See Important Information on

Adult smokers who are looking for smoke-free alternatives can trial the IQOS ILUMA ONE device for £10. 

When exploring and familiarising yourself with IQOS, it’s understandable to have questions about the brand – not just on how its devices work, but also about its name. Read on to learn more about IQOS, including what its name stands for, and how to pronounce and spell devices in its range.

What does IQOS stand for?

Many adult smokers may be wondering, what does IQOS stand for? IQOS is not an acronym, although it has been falsely labelled as such by some third parties. The name IQOS was chosen by Philip Morris International as a brand name for its leading range of heated tobacco products. It indicates the innovative technology behind the products, combined with the advanced science used in their creation.

How do you spell IQOS?

There are a few common misspellings of IQOS, including IQOUS, IQUS and ICUS. IQOS is in fact spelt as ‘IQOS’ in all global markets, and there are no other variations.

How do you pronounce IQOS?

As with the spelling of IQOS, sometimes, there’s also confusion over how to pronounce the brand name.

Common Mispronunciations

The name IQOS has a few common mispronunciations. It is often incorrectly pronounced as “eye-kose” or “eye-cus.”

The Correct Pronunciation

IQOS is correctly pronounced as “eye-koss.”

Cultural and Linguistic Considerations

The pronunciation of IQOS may have slight variations across different languages and regions. However, the global pronunciation should be “eye-koss”.


As well as the IQOS brand, you might also be wondering how to spell devices in the ILUMA series. Similar to the brand name, there can also be common misspellings of these devices, such as IQOS ILLUMA, ILUMIA, ILIMA, ILUNA or ILUMINA. The correct spelling of these products are as follows – ‘IQOS ILUMA’, ‘IQOS ILUMA ONE’ and ‘IQOS ILUMA PRIME’.

How to Pronounce IQOS ILUMA

The correct pronunciation for IQOS ILUMA is “eye-koss il-oo-ma”.

TEREA Pronunciation and Misspellings

In addition to the device, IQOS ILUMA’s compatible TEREA sticks are also often misspelt and mispronounced.

TEREA Spelling

Common misspellings of this heated tobacco stick include TERRA heated tobacco, IQOS TERRA and IQOS TERRIA. In actuality, the correct way to spell this is ‘TEREA’.

TEREA Pronunciation

For those wondering about TEREA pronunciation, this consumable is pronounced “ter-rey-ah”. 

Practical Application

Knowing how to confidently say IQOS, IQOS ILUMA and TEREA can be useful for adult users – especially when purchasing IQOS products in stores, or when travelling abroad . Pronouncing IQOS correctly could allow shop assistants to better understand what you’re asking for, helping to ensure you purchase the correct product. 

Understanding how to spell IQOS and also the devices in the ILUMA series also has its uses. The next time you find yourself wondering about the product, you can confidently type ‘IQOS’ into search engines and be directed to the correct results. Remember not to use IQUOS, IQUS or ICUS for IQOS related search results or ILLUMA, ILUMIA, ILIMA, ILUNA or ILUMINA for IQOS ILUMA results. For more information on this innovative alternative to smoking, read our guide on the IQOS approach to heat not burn technology

Smoke-free products are not risk-free and provide nicotine, which is addictive. Smoke-free products are not an alternative to quitting and are not designed as cessation aids. The best decision any adult smoker can make is to quit tobacco and nicotine use altogether.

This article is for general information and educational purposes. Some of the information in this article is based on external, third-party sources and we make no representations or warranties of any kind regarding the accuracy, validity or completeness of such information.

Shop IQOS ILUMA with free next day delivery.

For orders placed before 8pm. 

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Shop IQOS ILUMA with free next day delivery.

For orders placed before 8pm.

Shop now

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