IQOS
A Philip Morris International brand of heated tobacco systems and nicotine-containing consumables.
Last updated August 25, 2026
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Overview
IQOS is a heated tobacco brand developed and manufactured by Philip Morris International (PMI). Its systems use an electronic holder or heating device with specially designed tobacco consumables rather than burning a conventional cigarette. Earlier systems used a blade or similar heating element to warm tobacco sticks, while the later IQOS ILUMA range uses induction heating and TEREA consumables. The products contain tobacco and nicotine and are not risk-free. The brand emerged from PMI’s long-running effort to develop alternatives to combustible cigarettes. PMI had explored non-combustion technologies since at least the early 1990s, including Project Beta, the Accord and Oasis devices, and Heatbar. After PMI became independent from Altria in 2008, it expanded research into smoke-free products through a major research and development center in Neuchâtel, Switzerland. The company also acquired technology, bought patents, and established partnerships related to nicotine delivery and reduced-exposure products. IQOS was introduced commercially in November 2014 in Nagoya, Japan, and Milan, Italy. The launch was supported by a large manufacturing investment in Italy and was followed by expansion into additional markets. PMI increasingly concentrated its commercial strategy on smoke-free products during the second half of the 2010s. The IQOS 3 and IQOS 3 Multi generations were introduced in 2018, while the company also experimented with other nicotine technologies, including IQOS Mesh, later rebranded as VEEV, and the internationally distributed lil product developed with South Korea’s KT&G. The brand became especially significant in Japan, where IQOS achieved substantial market penetration. PMI reported rapid growth in its smoke-free portfolio, which includes heated tobacco, vapor, and other products. By the early 2020s, smoke-free products represented a large and increasing share of PMI revenue, and PMI stated that IQOS-related revenue had surpassed revenue from its Marlboro cigarette brand. These figures refer to company reporting and may include broader smoke-free portfolio effects depending on the reporting period. In the United States, the Food and Drug Administration authorized certain reduced-exposure claims for IQOS in 2020 under the Modified Risk Tobacco Product pathway. The authorization did not mean that IQOS was safe, FDA-approved as a cessation product, or free of health risks. The decision generated controversy after investigative reporting raised questions about aspects of PMI’s clinical-trial work and lobbying related to international tobacco-control rules. Public-health assessments have emphasized that lower exposure to some toxicants does not establish a corresponding reduction in tobacco-related disease risk. IQOS has also faced criticism over youth-oriented marketing allegations, influencer activity, promotional practices, and the company’s efforts to shape regulation. The brand has additionally been involved in intellectual-property litigation. In 2021, the U.S. International Trade Commission found that certain IQOS products infringed patents asserted by R.J. Reynolds and ordered the relevant importation and sales restrictions, subject to subsequent legal proceedings. PMI and British American Tobacco reached a non-monetary settlement in 2024 covering patent disputes involving heated tobacco and vapor products. IQOS remains an active international brand whose positioning combines technology, tobacco consumption, and a claimed alternative to combustible smoking, while its health, regulatory, and marketing claims remain contested.
History
Philip Morris’s work on heated tobacco predates the IQOS name by several decades. In 1990, the company presented Project Beta, an early prototype intended to heat tobacco without conventional combustion. It later commercialized other approaches, including Accord in the United States and Oasis in Japan during the late 1990s and 2000s, followed by Heatbar in Australia and Switzerland. These earlier products were withdrawn, but they provided technical experience for later systems. Following PMI’s 2008 separation from Altria, the company increased investment in alternatives to combustible cigarettes. PMI established a large research and development facility in Neuchâtel, Switzerland, and pursued patents, acquisitions, and partnerships relating to nicotine delivery and smoke-free technology. In 2011, it acquired technology associated with researchers at Duke University, including work connected to nicotine delivery. PMI also reached an agreement with Altria concerning the commercialization of electronic-vapor and future heated-tobacco technologies in the United States. In January 2014, PMI announced a substantial investment in a factory near Bologna, Italy, dedicated to heated-tobacco products. IQOS then entered the market in November 2014, initially in Nagoya and Milan. During the following years, the company expanded the brand geographically and broadened the product architecture. IQOS Mesh appeared in the United Kingdom in 2016 and was later rebranded as VEEV. IQOS 3 and IQOS 3 Multi were launched in Tokyo in 2018 before being distributed more widely. Japan became a particularly important market for the brand. PMI reported strong growth in IQOS and its wider smoke-free portfolio, while the company’s revenue mix progressively shifted away from conventional cigarettes. PMI also used partnerships to expand its range: in 2020 it agreed with KT&G to distribute lil internationally. In 2021, PMI introduced IQOS ILUMA in Japan. ILUMA uses induction heating and TEREA sticks, representing a significant technical change from earlier holders and consumables. Regulation and public-health debate have accompanied the brand throughout its development. In 2020, the FDA permitted specific reduced-exposure claims for selected IQOS products through its Modified Risk Tobacco Product process. The authorization was limited and did not represent a finding that the products were safe, risk-free, or suitable as cessation medicines. The decision followed extensive regulatory submissions and was criticized in reporting that questioned aspects of PMI’s clinical evidence. International health organizations have continued to distinguish reduced exposure to particular emissions from proof of reduced disease risk. Marketing has also been contentious. Critics have argued that the company’s “smoke-free” and reduced-risk positioning can blur the distinction between lower emissions and lower health risk. Reports have described influencer promotion, private events, and lobbying concerning the treatment of heated tobacco under national law and the WHO Framework Convention on Tobacco Control. PMI has denied or responded to particular allegations and, in the influencer case, said it would discontinue the activity described. IQOS has faced patent litigation as the heated-tobacco category expanded. In 2021, the USITC found infringement of patents asserted by R.J. Reynolds and imposed restrictions affecting IQOS imports and sales in the United States. PMI announced an appeal. In 2024, PMI and BAT settled patent disputes involving their heated-tobacco and vapor technologies without a monetary settlement. IQOS remains an active PMI brand, with devices and consumables sold in numerous markets and with its future shaped by regulation, scientific evidence, litigation, and the wider transition from combustible tobacco.
- 2024
PMI and BAT patent settlement
[1]PMI and BAT resolved ongoing patent disputes concerning heated-tobacco and vapor products through a non-monetary agreement.
- 2021
IQOS ILUMA introduced
[1]PMI launched the induction-heated ILUMA system in Japan with TEREA consumables.
- 2020
U.S. modified-risk authorization
[1]The FDA authorized specified reduced-exposure claims for selected IQOS products under the Modified Risk Tobacco Product pathway.
- 2018
IQOS 3 generation launched
[1]IQOS 3 and IQOS 3 Multi debuted in Tokyo and subsequently expanded to other markets.
- 2016
IQOS Mesh launched
[1]PMI launched IQOS Mesh in the United Kingdom; the product was later renamed VEEV.
- 2014
IQOS commercial launch
[1]IQOS was first introduced in Nagoya, Japan, and Milan, Italy, in November.
- 2008
Expansion of post-spin-off research
[1]After separating from Altria, PMI expanded its research program for smoke-free and reduced-exposure products.
- 1998
Accord and Oasis commercialization
[1]Philip Morris marketed the Accord heating device in the United States and the related Oasis product in Japan.
- 1990
Project Beta prototype
[1]Philip Morris presented an early prototype for heating tobacco without burning it.
Products and positioning
Technology-led, smoke-free and reduced-exposure alternative to combustible cigarettes, marketed primarily to adult smokers and nicotine consumers. Public-health authorities stress that heated tobacco products contain tobacco and nicotine and are not risk-free.
Heated tobacco system
IQOS 2.2
An early commercially launched device sold under the IQOS name. It used a rechargeable holder and charger together with a disposable tobacco stick. The system was designed to heat processed tobacco rather than produce smoke through conventional cigarette combustion.
Heated tobacco system · 2018
IQOS 3
A later generation of the original IQOS architecture, introduced in 2018. It retained the holder-and-charger format while updating the device design and user experience for broader international distribution.
Heated tobacco system · 2018
IQOS 3 Multi
A 2018 IQOS model designed to support multiple consecutive uses without returning the holder to a separate charger after every tobacco stick. It formed part of PMI’s effort to develop more convenient heated-tobacco devices.
Induction-heated tobacco system · 2021
IQOS ILUMA
A newer IQOS platform launched in Japan in 2021. It uses induction heating and is designed for TEREA tobacco sticks, distinguishing it technically from earlier IQOS systems that used a different internal heating mechanism.
Heated tobacco consumables · 2014
HEETS and HeatSticks
Disposable tobacco sticks made with processed tobacco and other components including glycerin. They are inserted into compatible IQOS holders and heated to generate an inhalable aerosol containing nicotine. Naming varies by market and product generation.
Induction-heated tobacco consumables · 2021
TEREA
A tobacco-stick range developed for IQOS ILUMA induction-heating devices. TEREA consumables are intended to work with the ILUMA system rather than with all earlier IQOS holders.
Electronic nicotine product · 2016
IQOS Mesh / VEEV
An electronic nicotine product launched as IQOS Mesh in the United Kingdom and later rebranded VEEV. It represents a vapor-based branch of PMI’s broader smoke-free product strategy rather than a conventional heated-tobacco stick system.
Heated tobacco and hybrid nicotine product · 2020
lil
A product developed by South Korea’s KT&G and distributed internationally through a PMI partnership announced in 2020. It was incorporated into PMI’s wider IQOS-associated smoke-free portfolio in selected markets.
Controversies
2020
Regulatory and marketing criticism in Australia
A report on PMI’s Australian strategy described lobbying to legalize heated tobacco while identifying bars, clubs, and pubs as possible sales venues. The issue formed part of wider criticism of the company’s approach to tobacco regulation and youth access.
2020
Promotional practices in France
Reporting alleged that PMI promoted IQOS at private events in France, with sales representatives sometimes offering alcoholic beverages to prospective customers. The reports contributed to debate over whether such activity circumvented restrictions on tobacco promotion.
2019
Alleged youth-oriented influencer marketing
Reports alleged that PMI used social-media influencers to promote IQOS in ways that could reach younger audiences. PMI responded that it would discontinue use of influencers in the activity described.
2017
Questions concerning IQOS clinical-trial evidence
Reuters reported allegations from former employees and reviewed documents that raised questions about irregularities in PMI clinical trials submitted in connection with IQOS regulatory approval. The reporting also examined PMI’s lobbying against or around provisions of the WHO Framework Convention on Tobacco Control.
Marketing campaigns
- 2020Reduced-exposure positioning
United States · International
PMI promoted IQOS as a smoke-free or reduced-exposure alternative and received limited U.S. authorization for specified exposure-modification claims.
Outcome. The authorization enabled regulated claims but intensified debate over health interpretation, evidence, and marketing boundaries.
- 2019Influencer ambassador promotion
Several international markets
Reuters reported that PMI used social-media influencers as IQOS ambassadors. The activity was criticized because of its potential appeal to younger audiences.
Outcome. PMI said it would stop using influencers for the reported promotional activity.
- 2018IQOS 3 international rollout
Japan · International
The IQOS 3 and IQOS 3 Multi launch used Tokyo as the first major market before extending the updated devices internationally.
Outcome. The product-generation launch strengthened IQOS’s position in the heated-tobacco category.
- 2016Smoke-free portfolio expansion
United Kingdom · International
PMI increased commercial emphasis on nicotine alternatives, including IQOS heated tobacco and the IQOS Mesh electronic product.
Outcome. The campaign direction supported broader portfolio expansion and the later VEEV rebrand.
- 2014Initial IQOS market introduction
Japan · Italy
PMI introduced IQOS in Nagoya and Milan as a technology-based alternative to combustible cigarettes, establishing the model for later international expansion.
Outcome. The brand expanded to additional markets and became a central part of PMI’s smoke-free strategy.
Brand decisions
2024
PMI–BAT patent settlementOtherBackground
PMI and British American Tobacco were engaged in patent disputes involving heated-tobacco and vapor products.
Action taken
The companies reached a non-monetary agreement settling the ongoing litigation.
Aftermath
The settlement reduced one major source of patent uncertainty between the two tobacco groups.
2021
Launch of IQOS ILUMAGeneration changeBackground
PMI pursued a new heating architecture intended to differentiate the next generation of IQOS devices.
Action taken
The company launched ILUMA in Japan with induction heating and dedicated TEREA consumables.
Aftermath
ILUMA established a newer device-and-consumable ecosystem within the IQOS family.
2021
USITC patent rulingOtherBackground
R.J. Reynolds brought patent claims concerning IQOS technology in the United States.
Action taken
The U.S. International Trade Commission found infringement of two patents and ordered restrictions affecting IQOS importation and sales.
Aftermath
PMI announced plans to appeal, and the ruling became part of broader competition over heated-tobacco intellectual property.
- R.J. Reynolds — R.J. Reynolds pursued the patent complaint that led to the USITC ruling.
2020
Partnership with KT&G for lilStrategyBackground
PMI was broadening its smoke-free portfolio beyond its internally developed products.
Action taken
PMI and KT&G agreed to distribute lil internationally as part of PMI’s broader IQOS-associated portfolio.
Aftermath
The agreement expanded PMI’s product offering and geographic reach in heated tobacco and hybrid nicotine products.
2018
Introduction of IQOS 3 and IQOS 3 MultiGeneration changeBackground
PMI needed to refresh its device range and improve convenience as heated tobacco expanded internationally.
Action taken
PMI launched two updated device formats in Tokyo and subsequently distributed them in other markets.
Aftermath
The updated products extended the IQOS platform and supported continued international adoption.
2014
Commercial launch of IQOSProduct launchBackground
PMI sought to commercialize a heated-tobacco system after years of research into alternatives to combustion.
Action taken
The company launched IQOS in Nagoya and Milan and began a wider market rollout.
Aftermath
IQOS became the principal consumer-facing brand in PMI’s smoke-free strategy.
Recent events
- 2024
PMI and BAT settle heated-tobacco and vapor patent disputes[1]
Lawsuit · Other
Philip Morris International and British American Tobacco reached a non-monetary agreement resolving ongoing patent litigation involving heated-tobacco and vapor products.
- 2021
IQOS ILUMA launches in Japan[1]
Product generation · Product launch
PMI introduced the ILUMA system, which uses induction heating with TEREA consumables rather than the heating architecture used by earlier IQOS generations.
- 2021
U.S. International Trade Commission finds IQOS patent infringement[1]
Lawsuit
The USITC ruled that certain IQOS products infringed two patents asserted by R.J. Reynolds and ordered restrictions affecting importation and sales. PMI said it intended to appeal.
- 2020
PMI and KT&G announce international lil distribution partnership[1]
M&A
PMI and South Korea’s KT&G agreed to distribute the lil heated-tobacco and hybrid electronic product internationally as part of PMI’s smoke-free portfolio.
- 2020
FDA authorizes certain reduced-exposure claims for IQOS[1]
Regulation
The U.S. FDA granted Modified Risk Tobacco Product orders covering specified IQOS products and claims about reduced exposure to harmful chemicals. The agency did not declare IQOS safe or FDA-approved.
- 2018
IQOS 3 and IQOS 3 Multi introduced[1]
Product generation · Product launch
PMI launched new generations of the IQOS device family in Tokyo before extending them to other markets.
- 2014
IQOS launches in Japan and Italy[1]
Product launch
Philip Morris International introduced the first IQOS system commercially in Nagoya and Milan, beginning the brand’s international rollout.
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