Discover IQOS.

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

In July 2020, FDA authorized the marketing of IQOS heated tobacco system in the U.S. as a modified risk tobacco product (MRTP).

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. 

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. 

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. 

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.

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. 

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.