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. 

Close up of an IQOS holder in hand on a green background

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 more than 11 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.

*PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of September 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.

Person walking on a path White IQOS Heat not burn holder Hand illustrating IQOS devices PMI building interior PMI building exterior HEETS stick in cross section

We’re on this journey together. 

2020
2018
2016
2014
2009
2008
2007
2020

A key milestone: the FDA concludes that switching completely to IQOS reduces your body’s exposure to harmful or potentially harmful chemicals*.

Source: PMI 3-month reduced exposure studies conducted in Japan and the US in near real-world conditions. These studies measured exposure to 15 harmful chemicals, and compared the levels observed in smokers who switched to IQOS with levels measured in smokers who continued to smoke cigarettes. 

2018

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.

2016

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.

2014

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.

2009

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.

2008

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. 

2007

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.*

* 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.

IMPORTANT INFORMATION: IQOS is not risk-free.

Most smokers who switch to IQOS completely quit cigarettes.*

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

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

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Heated tobacco

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

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I IQOS because

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

<h5 class="rte-selected-content coral--light text-soft-white mb-0" data-rte-text="Text soft white Margin bottom 0 ">Satisfying</h5>

<h5 class="text-soft-white mb-0" data-rte-text="Text soft white Margin bottom 0 ">Better not burnt</h5>

<h5 class="text-soft-white mb-0 rte-selected-content coral--light" data-rte-text="Text soft white Margin bottom 0 ">No smoke</h5>

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

Peace of mind

Accidental damage cover, rapid replacement and international assistance.

Want to chat?

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