A gold IQOS device
A golden IQOS 3 DUO.

an e-cigarette?

No. While they are both electronic devices and do not produce smoke like cigarettes, there is one main feature that distinguishes IQOS with HEETS from e-cigarettes: IQOS heats real tobacco, producing tobacco vapor.

Contrary to vaporising an e-liquid, IQOS uses the innovative HEETS tobacco sticks. The tobacco in them is carefully selected and processed to ensure it is evenly heated from the inside, delivering consistent taste and cigarette-like satisfaction. This is why the majority of smokers who switch to IQOS completely quit cigarettes.*


* PMI financials or estimates, IQOS user panels and PMI market research.