IQOS is a brand with a big vision: to replace every cigarette for all adult smokers who would otherwise continue to smoke.
IQOS VEEV vaping device is launched in New Zealand and Czech Republic in 2020; VEEV in Finland and Italy in 2021, with more market introductions planned. 2020 also 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 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 Switzerland, Russia and Ukraine. Yes, Ukraine has become the fifth country in the world to launch IQOS.
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.
IQOS and IQOS VEEV emit on average at least 95% lower levels of harmful chemicals compared to cigarettes.*
This does not necessarily equal a 95% reduction in risk. IQOS is not risk-free.
*Source: Average reductions (95% for IQOS with HEETS and over 95% for IQOS VEEV) in the levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette. See important information.
Important information: This does not necessarily equal a 95% reduction in risk. These products are not risk-free.
Unlike cigarettes, IQOS and IQOS VEEV do not generate smoke or second-hand smoke.
IQOS and IQOS VEEV leave less lingering smell on hands, hair and clothes than 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.
"Just got my device. Super good quality and hand feel. Love the app and being able to change how it vibrates. Classic Mint is the best flavour."
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