IQOS devices heat tobacco and are an alternative to smoking that have helped millions of adult smokers worldwide switch away from cigarettes. Unlike vaping, IQOS's range of devices heat real tobacco instead of a liquid to deliver an authentic tobacco taste.

With science-backed innovation and support at every step, IQOS goes further to guide you on your journey to leave cigarettes behind for good. What’s more, IQOS is the world’s #1 heated tobacco product¹ and there are more than 19.7 million adult smokers that have stopped burning tobacco and started heating it with IQOS.²

Important information: IQOS is not risk-free and provides nicotine, which is addictive.¹PMI global estimate of total In-Market Sales of Heated Tobacco Units as of September 2023 . (excluding Russia and Ukraine). ²PMI Financials or estimates (excluding Russia and Ukraine), IQOS user panels and PMI Market Research. Status as of September 2023 . IQOS users who have completely quit cigarettes and for whom PMI heated tobacco sticks represent at least 70% of their past 7-day heated tobacco consumption.