IQOS works with a range of heated tobacco products and zero tobacco products, designed to provide a satisfying experience without ash, smoke and less smell than cigarettes. IQOS heated tobacco devices heat real tobacco rather than burning it, offering an innovative smoking alternative.

"We’ve built the world’s most successful cigarette company, with the world’s most popular and iconic brands. Now we’ve made the decision to go smoke-free. We are building PMI’s future on smoke-free products that—while not risk-free—are a far better choice than cigarette smoking. Indeed, our vision—shared by all at PMI—is that these products will one day replace cigarettes." -Phillip Morris International