Discover IQOS.

WELCOME TO IQOS WORLD WITHOUT SMOKE

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

A smiling woman holding an IQOS ILUMA device.

Whether you’re an adult smoker taking your first steps away from continued smoking, or you’ve already made the switch, IQOS will help you embrace pleasure in your routine. Make the most of your favorite moments and savour new tastes.

IQOS offers real satisfaction without smoke and cigarette smoke smell getting in the way, so you can enjoy more of these moments. 

* PMI Financials or estimates (excluding Russia and Ukraine), IQOS adult user panels and PMI Market Research. Status as of June 2023. IQOS adult users who have completely quit cigarettes and for whom PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption.

An IQOS Store Person walking on a path White IQOS Heat not burn holder 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. 

2021
2020
2018
2016
2014
2009
2008
2007
2021

The IQOS ILUMA series is launched, featuring the revolutionary SMARTCORE INDUCTION SYSTEM™, paired with the all-new TEREA tobacco sticks designed for IQOS ILUMA. 

IQOS ILUMA is designed to be used only with TEREA sticks. 

Do not use IQOS ILUMA and TEREA sticks with previous IQOS generations, as this may cause damage to your device. Visit important information.

2020

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. 2020 also sees a huge milestone for the IQOS community. 

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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 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 center 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.

IQOS smoke-free devices leave no smoke and less lingering smell compared to cigarettes*.

IQOS heated tobacco devices heats real tobacco instead of burning it.
Unlike cigarettes, IQOS does not produce smoke.
Unlike cigarettes, with IQOS, there is less cigarette smoke smell to bother others.

"I'm getting even closer to friends, with no cigarette smoke between us."

Angelina
PALERMO

Science meets dedication.

More than 400 scientists are working on state-of-the-art heated tobacco systems for adult smokers to provide them with a better choice than continued smoking. Our IQOS heated tobacco devices produce a non-smoke aerosol and delivers real tobacco taste and satisfaction.

Explore IQOS science

Simple ways to switch.

 

Heated tobacco

True taste of real tobacco. Heat-not-burn technology.

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Benefits of IQOS

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

IQOS holder, next to a cigarette

 

 

IQOS holder, next to a cigarette with smoke

 

 

IQOS holder, next to an ashtray

Discover benefits

 

* PMI Financials or estimates (excluding Russia and Ukraine), IQOS user panels and PMI Market Research. Status as of June 2023. IQOS adult users who have completely quit cigarettes and for whom PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption.

 

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