IQOS Marks 10th Anniversary

Philip Morris International marked the 10th anniversary of the introduction of its IQOS tobacco heating product.

Tobacco harm reduction advocates credit the availability of heated tobacco products such as IQOS with lowering rates of traditional smoking. In Japan—the first market where IQOS was launched in 2014—cigarette smoking prevalence dropped from 19.6 percent of all adults in 2024 to 10.6 percent in 2022. According to PMI, the country continues to have the highest number of heated-tobacco-product users, and tobacco prevalence has not increased since they were introduced.

A decade after it was launched in Japan, IQOS now generates over $10 billion of PMI’s annual net revenues, the product is available in over 70 markets worldwide, and 30.8 million adults use it.

“With the debut of IQOS, we launched PMI’s vision of a smoke-free company, creating an opportunity to solve the problem of smoking,” said PMI CEO Jacek Olczak in a statement.

“Every day, IQOS demonstrates its potential for this, as evidenced by the approximately 22 million adults around the world who have fully switched to it and stopped smoking. IQOS is the world’s leading smoke-free product, and we are committed to continuing to lead the way to a future where better alternatives have completely replaced cigarettes, while moving forward to become a predominantly smoke-free company by 2030.”