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With the competitive high-end rice cooker sector overpopulated with overly decorative products, standout is hard to achieve for any new entrant into the market. As Philips’ first entry level IH product to enter its price segment, the X3 Avance Rice Cooker differentiates itself with its minimalist, clean appearance plus an elegant user interface that guides users to select different rice dishes and set time in a user friendly manner. With a unique blend of high-end design and patented iSpiral IH heating technology, the X3 Avance Rice Cooker brings better tasting rice to a demanding market.