Discover IQOS.

Welcome to a smoke free future

IQOS is a brand with a big vision to provide Advanced Smoke-Free Alternatives 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 an alternative to continued smoking, IQOS is here to support you on your journey. Just like the 11 million adult IQOS users around the world* who are already on that same journey.

IQOS is at the forefront of science to help make real change a reality.

Close up of a woman's hand and hair, and she's holding an IQOS device

Close up of a man wearing a green-blue jumper holding a white IQOS device

*IQOS user panels and PMI Market Research. Status as of March 2020. IQOS users who have considered IQOS as an alternatives. IMPORTANT INFORMATION: IQOS is not risk free.

White IQOS heat not burn holder and charger

We’re on this journey together.

2020

2018

2016

2014

2009

2008

2007

2020

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

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.

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