Discover IQOS.

Welcome to a smoke free future 

IQOS is a brand with a big vision: to replace every cigarette for all adult smokers who would otherwise continue to smoke. 

Man's hands holding IQOS device while embracing a woman's body

If you’re an adult smoker looking for a better alternative to continued smoking, IQOS is here to support you on your journey. Just like the 14.7 million adult IQOS users around the world* who are already on that same journey.

By offering a modern twist on the classic taste of tobacco, IQOS is at the forefront of science to help make real change a reality.

Important information: IQOS is not risk free.

*PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of June 2021. IQOS users who have completely quit cigarettes and for whom PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption.

Person walking on a path White IQOS Heat not burn holder White IQOS heat not burn holder and charger Hand illustrating IQOS devices

We are on this journey together.


This year sees a huge milestone for the IQOS community. Find out more


IQOS 3 and IQOS 3 MULTI are now sold in cities in 43 markets around the world. IQOS parent company, Philip Morris International, spends 92% of all R&D and 60% of all commercial expenditure on smoke-free products. 


IQOS next generation device, the pioneering 2.4 PLUS, is launched in 21 markets. A year later, it is available to adult customers in 38 markets. In 2017 it wins a GOOD DESIGN® Award from the annual presentations made by the Chicago Athenaeum [Museum of Architecture and Design] and Metropolitan Arts Press. 


PMI’s first commercial heat-not-burn device is launched in Japan and Italy. A year later the product is named IQOS and is made available in Portugal, Romania, Russia and Switzerland. 


PMI expands its R&D facilities focusing on alternatives to cigarettes by opening a new research laboratory in Singapore. Today, over 400 R&D experts are working on IQOS technologies around the world.


Forward strides into smoke-free alternatives to cigarettes, soon to become IQOS, levels up in 2008 with a new dedicated R&D centre in Switzerland. 


While PMI’s research into heated tobacco alternatives goes back to the early 1990s, 2007 marks a turning point when a heat-not-burn prototype using HeatControl™ technology is developed. The device is a technological step forward but requires ergonomic improvement. 

We choose better together.

With IQOS, you get an alternative to cigarettes that delivers taste and tobacco experience without fire or ash.

IQOS emits 95% less harmful chemicals compared to cigarettes.*

Business man with stellar blue IQOS holder and charger in hand

IMPORTANT INFORMATION: it does not necessarily equal 95% reduction in risk. IQOS is not risk-free. 

*”95% less” represents the average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette. See Important Information

Unlike cigarettes, IQOS has no lit end or smoke.

Three men enjoying TV show; one with IQOS holder in hand

Most smokers who switch to IQOS completely quit cigarettes.*

Man at event with IQOS holder in hand

*Source: PMI Financials or estimates, IQOS user panels and PMI Market Research.

"It’s a big deal we won’t need to worry about burning caused by cigarettes...In spite of that, I can really taste the flavor…"

Legal Age IQOS user

Science meets dedication.

IQOS is dedicated to providing smoke-free choices for adult smokers. Over 400 scientists and engineers are working on state-of-the-art alternatives to cigarettes. 

Explore IQOS science

Switch now.

IQOS tobacco heating device

Want to know more about IQOS heat-not-burn technology? 

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We IQOS because…

Discover why millions of adult smokers around the world have switched to IQOS.*

<h5 class="text-soft-white rte-selected-content coral--light" data-rte-text="Text soft white ">Real Tobacco</h5>

Money tree illustation

<h5 class="rte-selected-content coral--light text-soft-white" data-rte-text="Text soft white ">No Combustion</h5>

<h5 class="text-soft-white rte-selected-content coral--light" data-rte-text="Text soft white ">Better Choice</h5>

*Source: Status as of June 2021. Exclusive Heat-Not-Burn users that are using HeatSticks for more than 70% of their past 7 days consumption. PMI Financials or estimates, IQOS user panels and PMI Market.

More to discover with myIQOS

Care you can count on. Privileges to inspire you.

More to discover with myIQOS

Care you can count on. Privileges to inspire you.

Care you can count on

Access our IQOS Experts for support on how to get the best use from your IQOS. 

Peace of mind

Accidental damage coverage, rapid replacement and international assistance. IQOS Care Plus Terms & Conditions apply.

Need support?

IQOS support is here for you in-store or at your fingertips. You choose.

Store locator

Find a local IQOS selling store with the store locator


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