An electronic smoke comprising an inhale detector and a smoke effect generating circuitry. The inhale detector comprises an air-flow sensor which is arranged to detect direction and rate of air flow through the smoke apparatus, and the smoke effect generating circuitry is arranged to operate the smoke effect generating circuitry to generate smoking effect when the air flow direction corresponds to inhaling through the apparatus and the air flow rate reaches at predetermined threshold. Such an electronic smoke alleviates the problem of inadvertent triggering due to environmental vibration or noise or children playing by blowing into the device.