The Vision of IQOS
Our vision is a world without cigarettes, which is why we have created better alternatives for all adult smokers who would otherwise continue to smoke.
The best choice is to quit smoking altogether. However, for those adults who would otherwise continue to smoke, a complete switch to alternative products could be a better option.
How did IQOS start?
At Philip Morris International, we aim to offer better alternatives to the more than one billion adult smokers worldwide who do not quit smoking. Thus, IQOS heated tobacco products were created.
The history of heated tobacco products dates back decades. The idea of heating tobacco instead of burning it has existed since the 1980s. Guided by science and technology, we invested in research and developed better alternatives to cigarettes for more than one billion adult smokers worldwide who do not quit smoking. IQOS is part of our portfolio of smoke-free products, in which PMI has invested more than $12.5 billion, over 15 years of research and development and these products are now available in 90 markets. Additionally, more than 1,586 scientists and engineers collaborated on the development and evaluation of smoke-free products.
The first IQOS device was launched in 2014 in Japan and Italy and it gradually became available in other countries. Today, more than 13.9 million adult smokers have switched to IQOS and left cigarettes behind*. The reasons why adult smokers choose IQOS are many. The most important, however, is that it offers the enjoyment of real tobacco that is heated, not burned: No ash, no cigarette smoke, and no persistent smell.
All tobacco heating devices are available online at iqos.com, at IQOS stores, at partner retail chains, and at partner retail points.
*Source: PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of March 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.
These products are not risk-free and provide nicotine, which is addictive. Only for use by adults.
