Discover IQOS.


IQOS is a brand with a big vision: to replace every cigarette for all adult smokers who would otherwise continue to smoke.
Close up of an IQOS holder in hand on a green background
Whether you’re an adult smoker taking your first steps away from continued smoking, or you’ve already made the switch, IQOS will help you embrace pleasure in your routine. Make the most of your favorite moments and savour new tastes.​
Close up of a woman's hand and hair, and she's holding an IQOS device
Close up of a man wearing a green-blue jumper holding a white IQOS device
IQOS offers real satisfaction without smoke and cigarette smoke smell getting in the way, so you can enjoy more of these moments. ​
*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 PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption. IMPORTANT INFORMATION: IQOS is not risk free.
We’re on this journey together.


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

IQOS ILUMA is not compatible with previous IQOS generations and is designed to be used only with SMARTCORE STICKS. Do not use SMARTCORE STICKS with previous IQOS generations, as this may cause damage to your device.


A year that is a milestone for Cyprus. The new affiliate of Philip Morris International in Cyprus is a fact, on 1st of July 2021.


This year sees a huge milestone for the IQOS community.


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 R&D 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 R&D facilities focusing on alternatives to cigarettes by opening a new research laboratory in Singapore. Today, over 400 R&D 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 R&D 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.

Person walking on a path
White IQOS Heat not burn holder
White IQOS heat not burn holder and charger
Hand illustrating IQOS devices
PMI building interior
PMI building exterior
HEETS stick in cross section
We choose better together.
IQOS smoke-free devices leave no smoke and less lingering smell compared to cigarettes*.
*Source: Study conducted in multiple markets since 2014 for IQOS with HEETS, and in Ukraine with 405 legal age smokers, heated tobacco or e-cigarette users, December 2019 for IQOS VEEV.
“IQOS has changed my life”
Petros Sismanis
It's time to switch.​

Heated tobacco

True taste of real tobacco. Heat-not-burn technology.​

We IQOS because…
Discover why millions of adult smokers around the world have switched to IQOS.*
* Source: Status as of March 2021 Exclusive Heat-Not-Burn users that are using PMI HeatSticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market Research.

** Tar is the residue from smoke after a cigarette is burned. IQOS does not produce tar because it heats tobacco instead of burning it. Although IQOS does not produce tar, IQOS is not risk-free, and provides nicotine which is addictive.
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