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The History of IQOS
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The History of IQOS

The history of heated tobacco products and the history of IQOS, the innovative heat-not-burn alternative to continued smoking.


 
 When thinking of Philip Morris International, most people probably think of “tobacco company” or “cigarette manufacturer”. However, over the last decade, we have evolved beyond only producing cigarettes.  
  
 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 continue to use tobacco should know that not all tobacco-containing products are the same. Because they have no combustion, our smoke-free products are a better alternative than cigarette use for adults who would otherwise keep smoking. And that is why we are transforming our company and building our future on replacing cigarettes with smoke-free alternatives.  
  
  


 How did heated tobacco products get started?
 

The history of heated tobacco products dates back decades. The idea of heating tobacco instead of burning it has been around since the 1980’s. However, the first heated tobacco brands, along with their heated tobacco products, failed to offer a suitable alternative for adult smokers.
  
  


 How did IQOS get started as a heated tobacco brand?
 

At Philip Morris International, we want to provide alternatives to over a billion adults all over the world who continue to smoke cigarettes. And that is how IQOS, our heated tobacco system, got started. 
  
 The first IQOS device was launched in 2014, when the innovative heat-not-burn alternative hit the shelves in Japan and Italy. Gradually, IQOS rolled out to other markets and is now available in more than 70 countries. 
  
 However, the history of IQOS dates way back to 2008, when Philip Morris International first started working towards providing alternatives to cigarette 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, in which PMI invested over USD 6 billion and more than 10 years of research and product development. To date, more than 400 scientists and engineers have collaborated on the development and assessment of smoke-free products. 
  
So far, more than 15 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 cigarettes to make the decision to switch to IQOS. It delivers the 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 characteristics combined are what ultimately make IQOS a better choice than continued cigarette smoking. 
  
If you’d also like to leave smoke behind and join the IQOS community, we have the IQOS heat-not-burn device available: IQOS 3 DUO. You can find all of our heated tobacco products online at iqos.com 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 HeatSticks 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.