Discover IQOS

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

Man and woman embracing and he is holding an IQOS holder

Our range of tobacco and nicotine alternatives to cigarettes are uniquely designed to provide a satisfying, sensorial experience.

Whether it’s our heated tobacco devices, which deliver a familiar, satisfying taste experience, or our new vaping device, crafted to deliver a consistent taste every time; the IQOS portfolio offers a choice of smoke free products for adults who would otherwise continue to smoke or use other nicotine products.

*PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of March 2020. IQOS users who have completely quit cigarettes and for whom PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption. IMPORTANT INFORMATION: IQOS is not risk free.

Person walking on a path Brilliant gold IQOS VEEV device White IQOS heat not burn holder and charger Hand illustrating IQOS devices PMI building interior PMI building exterior HEETS stick in cross section

We’re on this journey together. 


IQOS VEEV vaping device is launched in New Zealand and Czech Republic in 2020; VEEV in Finland and Italy in 2021, with more market introductions planned.


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 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 is ergonomically awkward.

We choose better together.

Home is where the smoke isn’t. With IQOS, you get an alternative to cigarettes that delivers taste and satisfaction 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 (3R4F). 

Unlike cigarettes, IQOS has no lit end or second-hand 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.

IQOS testimonial

“I am using IQOS for a short time, but I can already say that I am satisfied. I am not annoyed by unpleasant smell compared to cigarettes. It is easy to use and you'll soon get used to it.”

Linda, 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

Choose how you switch.

  • Heated tobacco
  • Vaping made right
Smiling woman holding a white IQOS 3 holder with HEETS stick

Heated tobacco

Gives you the familiar, satisfying taste of tobacco

Learn More


Smiling man with woman's hands hiding his eyes, she's holding a velvet gray IQOS VEEV device


Go completely tobacco-free with e-liquid

Learn more



Difficult to decide? Let us help

Help me choose

We IQOS Because …

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


Flying pig

No tar

No smoke

*Source: Status as of June 2019. 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 IQOS

Care you can count on. Privileges to inspire you.

More to discover with IQOS

Care you can count on. Privileges to inspire you.

Care you can count on

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

Loyalty rewards

Earn points for member offers, device upgrades and exciting benefits.

Peace of mind

Accidental damage cover, rapid replacement and international assistance.

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No question is too small

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