Why choose IQOS

Discover the reasons why millions of adult smokers around the world have switched to IQOS*.


*Source: 3-month clinical studies conducted in US and Japan with 160 adult smokers, each under real conditions (ambulatory).


IQOS heats tobacco instead of burning it to deliver the taste of real tobacco without smoke.

Studies1 show that the satisfaction of those who switch completely to IQOS is comparable to those who continue to smoke cigarettes.

Source1: Status as of December 2020. Exclusive Heat-Not-Burn users that are using HeatSticks for more than 70% of their past 7 days consumption.
PMI Financials or estimates, IQOS user panels and PMI Market.


Since IQOS heats tobacco instead of burning it, it doesn’t produce fire, ash or smoke.

With IQOS you enjoy a cleaner experience every time.


IQOS emits on average 95% less harmful chemicals compared to cigarettes2.

This makes IQOS a better choice compared to continued smoking.

Source2:”95% less” represents the average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F). 

Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free. It delivers nicotine which is addictive. ​

Better just got better.


Moonlight Silver Limited Edition

This limited edition device has been inspired by the mystery of the night. It comes in a new warm silver color, with sparkling pigments and a soft touch finish. With rapid charge* and two consecutive uses

Available exclusively at the IQOS Boutique at The Dubai Mall.

*May depend on conditions of use, after the initial full charging of the Holder.


Tobacco sticks made for IQOS

IQOS works with specially and precisely designed tobacco sticks, created with the highest quality tobacco leaves. IQOS HeatControl™ Technology precisely heats tobacco and releases aerosol with no ash, no smoke and less smell- just tobacco taste experience. There is a range of flavors available for you to choose the one that suits your preference.

To ensure full IQOS experience, IQOS shall be used only with tobacco sticks called HEETS.

IQOS Stories

You are the ones that make IQOS what it really is, and here is a place to share your experience with others.

Designing a smoke-free future

From burning to heating. From cigarette smoke to tobacco vapor. After thousands of years of burning tobacco, we made it our mission to give adult smokers who would otherwise continue to smoke, access to better alternatives.


Still have questions about IQOS? 

We are here to help you across multiple channels 

This product is not risk free and is addictive.