How does iqos work

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Last updated: April 8, 2026

Quick Answer: IQOS is a tobacco heating system developed by Philip Morris International that heats tobacco sticks called HEETS or HeatSticks to temperatures up to 350°C (662°F), significantly lower than the 600°C (1112°F) in conventional cigarettes. This process creates an aerosol containing nicotine and tobacco flavor without combustion, which the company claims reduces harmful chemicals by 90-95% compared to cigarette smoke. The device was first launched in Japan and Italy in 2014, and as of 2023, it's available in over 70 countries with millions of users worldwide. However, health authorities like the FDA note that reduced exposure doesn't equate to reduced risk, and the aerosol still contains harmful substances.

Key Facts

Heats tobacco to 350°C (662°F) vs. 600°C (1112°F) in cigarettes
Claims 90-95% reduction in harmful chemicals compared to cigarette smoke
First launched in Japan and Italy in 2014
Available in over 70 countries as of 2023
Uses proprietary tobacco sticks called HEETS or HeatSticks

Overview

IQOS (I Quit Ordinary Smoking) is a tobacco heating system developed by Philip Morris International (PMI) as part of their "smoke-free" product portfolio aimed at adult smokers who would otherwise continue smoking. The technology represents a significant shift in the tobacco industry, with PMI investing over $8 billion in research and development since 2008 to create reduced-risk alternatives to traditional cigarettes. The device was first test-marketed in Nagoya, Japan and Milan, Italy in late 2014 before broader international rollout. Unlike e-cigarettes that vaporize liquid nicotine solutions, IQOS specifically heats processed tobacco leaves, maintaining the tobacco experience while eliminating combustion. The system has faced regulatory scrutiny worldwide, with the FDA authorizing its marketing in the U.S. in 2020 as a modified risk tobacco product with specific restrictions, while health organizations continue to debate its public health impact.

How It Works

IQOS operates through a sophisticated three-component system: a tobacco stick (HEETS or HeatSticks), a holder, and a charger. The tobacco stick contains processed tobacco material compressed into a plug, which is inserted into the holder. When activated, the holder's internal ceramic heating blade precisely heats the tobacco to temperatures up to 350°C (662°F) - well below the combustion point of tobacco at approximately 600°C (1112°F). This controlled heating process releases nicotine, glycerin, and tobacco flavors as an aerosol without burning the tobacco, which significantly reduces the production of harmful and potentially harmful constituents (HPHCs) associated with combustion. Each heating cycle lasts approximately 6 minutes or 14 puffs (whichever comes first), after which the used tobacco stick is discarded and the holder must be recharged in its portable case, which provides approximately 20 uses per full charge.

Why It Matters

IQOS represents a controversial but potentially transformative development in tobacco harm reduction, offering adult smokers an alternative that delivers nicotine with significantly reduced exposure to harmful chemicals compared to continued smoking. Public health impact studies suggest that complete switching from cigarettes to IQOS could reduce disease risk, though long-term health effects remain under study. The technology has sparked global regulatory debates about balancing harm reduction for current smokers against preventing youth uptake, with countries adopting varying approaches from full authorization to complete bans. Commercially, IQOS has become PMI's fastest-growing product category, generating over $10 billion in annual net revenues and accounting for nearly 30% of the company's total revenue by 2022, signaling a major industry shift away from traditional cigarettes.