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What is IQOS
Tobacco heating devices such as IQOS provide a valid alternative to cigarettes for all adult smokers who would otherwise continue to smoke.
IQOS is an electronic device designed to heat tobacco sticks from the inside without burning them, thanks to a patented induction technology that prevents combustion.
More than 2 million* adult smokers in Italy have converted to IQOS and completely quit cigarettes.
If you are an adult smoker and are looking for a viable alternative to cigarettes, IQOS is the right choice for you.
*Estimated number of Legal Age (minimum 18 years) users of PMI heat-not-burn products who have entirely switched to IQOS and stopped smoking (their daily individual consumption of HTUs represents the totality of their daily tobacco consumption in the past seven days, of which at least 70% is PMI HTUs). Source: PMI estimates, IQOS user panels, and PMI Market Research. Data as of May 31st, 2023.
IQOS is not an electronic cigarette
The difference between IQOS and e-cigarettes is in the technology: IQOS devices heat tobacco, while e-cigarettes use a vaporization process of flavored liquids that may or may not contain nicotine.
Our tobacco heating technology
The new SMARTCORE INDUCTION SYSTEMTM designed for IQOS ILUMA is an innovative induction system that heats tobacco sticks from the inside.
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Cigarettes burn tobacco.
IQOS ILUMA heats it.
Cigarettes burn tobacco, reaching high temperatures and producing ash and smoke. Unlike cigarettes, IQOS heats tobacco from the inside without burning it.
Why switching from cigarettes to IQOS:
- No more smoke.
- No more cigarette smell on you and everywhere.
- No more ash everywhere.
- No stains on your fingers.
- Fewer stains on your teeth*.
- No more burns on your skin, clothes, and furniture.
*For further informations, read the page Important Information.
Discover IQOS news
REC and IQOS Refreshed, the IQOS and Lil circular economy projects
Philip Morris Italia's commitment as part of its sustainability strategy.
Useful information
What is heated tobacco?
Tobacco heating devices are designed to heat sticks of natural tobacco.
They use induction technology to heat tobacco to a controlled temperature instead of burning it.
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What is the difference between heated tobacco, e-cigarettes, and cigarettes?
Tobacco devices are designed to heat tobacco sticks inside at a controlled temperature without burning them, unlike regular cigarettes. Electronic cigarettes or vapes, on the other hand, vaporize specific liquids that do not contain tobacco but may contain nicotine, which is addictive, flavorings, and other components to produce a vapor.
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How can I use IQOS?
The IQOS product range includes several tobacco heating models, each with specific features. Please select your device and find out how best to use it.
Discover more.
What is the meaning of the name IQOS?
IQOS has no particular meaning, although some early adopters speculated it might be an acronym (I Quit Ordinary Smoking). Philip Morris has never confirmed this. IQOS represents Philip Morris' push for a quality, high-tech product with an intelligent system.
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