The History of IQOS

In fact, we have made it our mission to replace cigarettes with smoke-free products as soon and fast as possible. There is no doubt never starting to smoke or quitting altogether is the best option. However, adult smokers who want to continue smoking or using tobacco and/or nicotine containing products should know that not all products are the same. We strongly believe that our smoke-free products are a better alternative than continued smoking for adults who would otherwise continue to smoke or use other nicotine containing products. And that is why we are transforming our company and building our future on replacing cigarettes with smoke-free alternatives.

How did IQOS get started?

The first IQOS devices date back to 2014, when the innovative heat-not-burn alternative was launched in Japan and Italy. Gradually, IQOS rolled out to other countries and is available now in 51 country.

However, the history of IQOS dates back to 2008, when Philip Morris International first started working towards providing alternatives for smoking. Our commitment is the result of many years of careful deliberation, backed up by a substantial research and development program.

IQOS is part of our portfolio of smoke-free products, for which PMI invested over USD 6 billion and more than 10 years of research and product development. At the same time, more than 400 scientists and engineers collaborated on the development and assessment of smoke-free products.

So far, more than 10 million adult smokers have chosen to switch to IQOS and leave cigarettes behind*. And it’s no wonder! There are many reasons for adults who would otherwise continue to smoke or use other nicotine products to make the decision for IQOS. It delivers the true taste of real tobacco without fire, ash and cigarette smoke smell. IQOS also emits 95% less harmful chemicals compared to cigarettes**. Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free. All these benefits are what ultimately make IQOS a better choice than continued smoking.

There are currently two IQOS heat-not-burn devices you can choose from: IQOS 3 DUO and IQOS 2.4 Plus. You can find all of our devices online at our online shop or in any of our IQOS stores. To find an IQOS store near you, use the Store Locator on our website.

IMPORTANT INFORMATION: IQOS IS NOT RISK-FREE.

*Source: 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 tobacco that doesn’t burn represent more than 70% of their past 7-day tobacco consumption.

**”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). See Important Information on iqos.com