IQOS heated tobacco system

IQOS is a flagship brand of Philip Morris International (PMI), representing a shift toward smoke-free alternatives in the tobacco industry. Developed primarily in Switzerland at PMI's research and development center, the system uses 'HeatControl' technology to heat tobacco instead of burning it.

While the technology and brand were conceived in Switzerland and the United States, high-tech manufacturing of the hardware devices is centered in Southeast Asia. The accompanying tobacco sticks (HEETS/TEREA) are produced in various PMI-owned facilities globally, including plants in Italy, Romania, and Greece. The brand is currently managed by the global entity of Philip Morris International, which operates independently from the US-based Altria Group.