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HEETS
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.
If you’re an adult smoker looking for a better alternative to cigarettes, IQOS is here to support you on your journey. Just like the 14 million adult IQOS users around the world* who are already on that same journey.
* 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.
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.
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.
If you’re an adult smoker looking for a better alternative to cigarettes, IQOS is here to support you on your journey. Just like the 14 million adult IQOS users around the world* who are already on that same journey.
* 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.
We’re on this journey together.
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2020
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2018
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2016
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2014
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2009
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2008
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2007
2020
In July 2020, FDA authorized the marketing of IQOS heated tobacco system in the U.S. as a modified risk tobacco product (MRTP).
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 Research & Development 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 Research & Development facilities focusing on alternatives to cigarettes by opening a new research laboratory in Singapore. Today, over 400 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 Research & Development 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.
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With our Referral Program when you recommend IQOS to an adult friend*, you can both be rewarded.
IQOS CLUB
Enjoy special offers and member pricing on HEETS, get rewarded for referring a friend* and much more.
*Your friends are adult smokers resident in Switzerland.
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