The IQOS tobacco heating device is 10 years old - the journey continues

This year, in 2024, we are celebrating an important milestone: the IQOS tobacco heating device is 10 years old!
Let's take a closer look at the development of the IQOS tobacco heating device and its impact on global tobacco consumption.

Where did we come from? – IQOS as a new tobacco heating device

Philip Morris International (PMI) started the development of electrically heated tobacco products in 1990, and then, increasing the resources for development, opened The Cube research center in Switzerland in 2009 for the research and development of IQOS tobacco heating devices.

In 2014, the IQOS device became available to adult smokers in Japan for the first time in the world, introducing an innovative approach to tobacco consumption. IQOS was released in Hungary in 2019 as the first tobacco heating device.

The development of IQOS responded to the growing need for a less harmful smoking alternative to traditional smoking. The first commercialized IQOS device heated the tobacco sticks from the inside with the help of ceramic heating, providing a consistent tobacco taste without the disadvantages of cigarettes.

The tobacco heating device based on heating blade technology was a significant step forward compared to traditional cigarettes and opened a new alternative for adult smokers who continue to smoke.

Clinical and non-clinical health research behind IQOS

The IQOS tobacco heating device was released with a robust scientific background. Currently, around 1,180 scientists are working on the latest tobacco heating systems and thoroughly testing our products before they reach consumers. Over the past 10 years, there has been a lot of scientific evidence about the IQOS device. It generates a tobacco vapor that brings you experience with 95% less harmful chemicals compared to cigarette smoke. *

Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free.

IQOS has extensive and robust clinical evidence** showing that using IQOS presents less risk to your health than continuing to smoke.

Important information: IQOS is not risk-free and provides nicotine, which is addictive.

These scientific tests were crucial before we moved on to test IQOS with thousands of adult smokers who voluntarily participated in our clinical study program and allowed us to commercialize our products.

*„95% less” represents the average reduction in levels of the 9 chemicals recommended for reduction in cigarette smoke by the World Health Organization, which do not include nicotine. See Important Information on IQOS.com.

**Source: Based on the totality of evidence available for IQOS in comparison with continuing to smoke. See Important Information.

Where are we now?

PMI's commitment to continuous improvement has contributed to the success of the IQOS tobacco heating device. In Hungary, we launched the IQOS ILUMA series in 2023, which already works with bladeless technology.

The IQOS ILUMA tobacco heating device is a better and more resistant device:

Generous vapour: improved draw.

Bladeless technology: there is no blade, there is no more blade breakage, no tobacco residue, and no need for cleaning.

Easy and simple usage: Autostart heating starts automatically (for IQOS ILUMA PRIME and IQOS ILUMA devices) when you insert the SMARTCORE STICKS™.

The launch of the IQOS ILUMA series is another milestone in the continuous development of IQOS and the creation of less harmful smoking alternatives.

Today, in 2024, the estimated adult users of PMI's smoke-free products are 33 million*** and we sell IQOS tobacco heating devices in 84 countries. ***

***Source: https://www.pmi.com/2024. April 23

We prioritize the feedback of our consumers

It is important for us to continue to respond to consumer feedback and needs.

Due to the discontinuation of the distribution of IQOS devices with heating blades, the sales of HEETS variants are constantly decreasing, and thus with the rise of induction technology, the TEREA portfolio in Hungary has expanded to 20 variants by June 2024 in order to ensure that everyone can find the right tobacco sticks and flavour.

The technological development of IQOS devices is still ongoing. The proof of this is a new tobacco heating device, the IQOS ILUMA i, which was launched in Japan in 2024.

Important information: IQOS is not risk-free, and provides nicotine which is addictive.

IQOS ILUMA™ is designed to be used only with SMARTCORE STICKS™. Do not use IQOS ILUMA and SMARTCORE STICKS™ with previous IQOS generations, as this may cause damage to your device. Find more information on www.iqos.com.

Do not ingest or disassemble SMARTCORE STICKS™. This product contains a sharp metal part which can cause serious injury if swallowed. Keep out of reach of children and pets.