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We Care

This website contains information about our smoke-free products and we need your age to make sure that you are an adult in Italy who would otherwise continue to smoke or use nicotine products. Our nicotine and tobacco products are not an alternative to quitting and are not designed as cessation aids. They are not risk free. They contain nicotine, which is addictive. Only for use by adults. Please visit the Important Information page of this website for further risk information.

Discover IQOS

A person holding an Obsidian Black IQOS ILUMA PRIME Holder and Pocket Charger.


We have a great vision: to replace cigarettes for all adult smokers who would otherwise continue to smoke.

If you are an adult smoker and you are looking for a viable alternative to cigarettes, IQOS is the right choice for you.
More than 2 million* adult smokers in Italy have convert to IQOS and completely quit cigarettes.

We continue to reinvent the rules of heated tobacco with the new revolutionary IQOS ILUMA range.

*Estimated number of Legal Age (minimum 18 years) users of PMI heat-not-burn products who have completely 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 at the forefront of technological research to offer a new way to consume tobacco while maintaining its flavour.

Discover benefits

Person walking on a path Person walking on a path Person walking on a path 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 are with you along this change.

We launch the last device of IQOS ILUMA range.

IQOS ILUMA ONE: sleek and smart, with all-in-one design. 20 consecutive uses and bladeless design for a cleaner and next level experience.


We launch the new revolutionary IQOS ILUMA range in Italy, featuring the innovative SMARTCORE INDUCTION SYSTEM™. Tobacco heated on the next level.

IQOS ILUMA is designed to be used only with SMARTCORE STICKS™.


More than 400 R&D experts work all around the globe to develop new IQOS technologies.


This year is very important for IQOS community. Historic decision of FDA comes.


IQOS 3 and IQOS 3 MULTI are now sold in cities in 43 markets around the world. The majority of investments from Philip Morris International is destined to 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.

“Iqos is great. I recommend it to anyone who no longer wants to have hands and clothes that smell of smoke.”
France81 Italy

Innovation meets dedication.

IQOS is dedicated to provide smoke-free choices for adult smokers. Over 400 scientists and engineers are working every day to develop forefront alternatives to cigarettes.

Explore IQOS technology

Switch now.

A person places an IQOS ILUMA Holder inside a Pocket Charger.

Want to know more about IQOS ILUMA technology?

Want to know more about IQOS ILUMA technology?

Got a question?
Find the answer in our FAQs.


Something we haven’t covered?

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This product is not risk free and provides nicotine, which is addictive. Only for use by adults who would otherwise continue to smoke or use other nicotine products.