• Brand: IQOS
• Owner: Philip Morris International (PMI)
• Founded: 2014 (commercial launch)
• Industry: Tobacco / Smoke-free nicotine products
• Product category: Heated Tobacco Products (HTPs)
• Headquarters: Stamford, Connecticut, United States (PMI)
• Availability: Sold in dozens of countries across Europe, Asia, Latin America, and other regions (availability varies by local regulation). [2]

IQOS was developed after more than a decade of research into alternatives to combustible cigarettes. PMI invested billions of dollars in research, engineering, and manufacturing to create products that heat tobacco instead of burning it.

The first commercial launch took place in Japan and Italy in 2014, where IQOS gained significant market share among adult smokers. Since then, the brand has expanded internationally and has become one of the world’s leading heated tobacco brands. [3]

PMI has stated that IQOS does not officially stand for any acronym. Although many unofficial interpretations exist online (such as “I Quit Ordinary Smoking”), the company has never confirmed any of them. [4]

Traditional cigarettes burn tobacco at temperatures exceeding 600°C, producing smoke through combustion.

IQOS instead heats processed tobacco to approximately 350°C, releasing a nicotine-containing aerosol without burning the tobacco. Because there is no combustion:

• No fire
• No ash
• Less lingering smell than cigarette smoke
• No cigarette smoke is produced

The aerosol still contains nicotine, which is addictive, and IQOS is not risk-free. [5]

IQOS devices use proprietary heating technologies depending on the model:

• HeatControl™ Technology – ceramic blade heating system used in earlier IQOS devices.
• SMARTCORE INDUCTION SYSTEM™ – bladeless induction heating introduced with the IQOS ILUMA series, designed to heat tobacco from within compatible tobacco sticks. [6]

Over the years, IQOS has introduced several generations of devices, including:

• IQOS 2.4 Plus
• IQOS 3
• IQOS 3 DUO
• IQOS 3 MULTI
• IQOS Originals
• IQOS ILUMA
• IQOS ILUMA ONE
• IQOS ILUMA PRIME

Some markets also offer related products such as BONDS by IQOS, which are compatible with specific tobacco sticks. Device availability varies by country. [7]

IQOS devices use specially manufactured tobacco sticks rather than loose tobacco or cigarettes.

Depending on the device generation and market, compatible consumables include:

• HEETS
• TEREA (for IQOS ILUMA devices)
• Other market-specific tobacco sticks

These products contain real processed tobacco and are designed exclusively for compatible IQOS devices. [8]

Although both are alternatives to combustible cigarettes, IQOS and electronic cigarettes (vapes) are different.

PMI states that IQOS is not an electronic cigarette (vape) because it heats tobacco rather than vaporizing e-liquid. [9]

PMI markets IQOS as a smoke-free alternative intended for adult smokers who would otherwise continue smoking, not as a smoking cessation product.

According to the company:

• IQOS is not risk-free.
• It delivers nicotine, which is addictive.
• Completely switching from cigarettes to IQOS may reduce exposure to some harmful chemicals because it avoids combustion, but it does not eliminate health risks.

Independent public health authorities continue to evaluate the long-term health effects of heated tobacco products, and regulatory conclusions vary across countries. [10]

IQOS is regulated differently across jurisdictions:

• Authorized for sale in many countries where heated tobacco products are permitted.
• Restricted or prohibited in some markets due to tobacco-control laws.
• Subject to age restrictions and marketing regulations similar to other tobacco products in many jurisdictions. [11]

IQOS is available in numerous markets worldwide, particularly in:

• Japan
• Italy
• South Korea
• Germany
• Switzerland
• Spain
• United Kingdom
• Philippines
• Several other European, Asian, and Latin American countries

Availability depends on local regulations and product approvals. [12]

IQOS is intended exclusively for adults who already smoke or use nicotine products. PMI states that the products are not intended for non-smokers, minors, or former nicotine users. [13]

IQOS has been the subject of ongoing scientific, regulatory, and public health debate.

Supporters argue that heated tobacco products may reduce exposure to certain harmful chemicals compared with combustible cigarettes because they avoid combustion.

Critics note that:

• Nicotine remains addictive.
• Long-term health outcomes are still being studied.
• Reduced exposure to some harmful chemicals does not necessarily mean reduced disease risk.
• There are concerns about youth uptake and tobacco product marketing. [14]

• Philip Morris International
• Heated tobacco products
• Electronic cigarettes
• Nicotine
• Tobacco harm reduction

1. Here’s Everything You Need to Know About IQOS | IQOS Philippines
2. What is IQOS? | IQOS Philippines
3. Company Information | IQOS Philippines
4. Philip Morris faces key test with US heated tobacco push
5. Heat-not-burn: IQOS heated tobacco technology | IQOS Philippines
6. What are the IQOS devices? | IQOS Philippines
7. What Are Heated Tobacco Products? | IQOS Philippines
8. A Device That Heats Tobacco, But Doesn’t Burn It, Can Now Be Sold in the U.S. Here’s What to Know About IQOS
9. How Heated Tobacco Devices Work | IQOS Philippines
10. Heat-not-burn: IQOS heated tobacco technology | IQOS BiH
11. What is IQOS? Learn all about the IQOS Device | IQOS Georgia
12. Frequently asked questions about heated tobacco products | PMI – Philip Morris International
13. Our products | PMI – Philippines – EN
14. Frequently asked questions about heated tobacco products | PMI – Philip Morris International