IQOS 3 has launched, inspired by smokers

IQOS 3 is launching, inspired by smokers

After Philip Morris International (PMI) launched "IQOS" in Japan, heated tobacco products quickly gained popularity among Japanese smokers. In less than four years, IQOS has become a well-known international brand among smokers, expanding from one region to over forty countries and firmly securing its position as a market leader.

However, as PMI's IQOS achieved success in the market, many competitors joined the fray, using IQOS as a research subject to improve and launch different types of heated tobacco devices to compete with it. Of course, PMI is not to be underestimated; they recently announced that “two new products, ‘IQOS 3’ and ‘IQOS 3 MULTI’, will be released on November 15 in nine stores and online in Japan.” This news immediately shifted the focus back to IQOS in the heated tobacco device market.

What is IQOS

Before introducing IQOS 3 and IQOS 3 MULTI, let’s first understand what “IQOS” is.

IQOS stands for “I Quit Original Smoke,” a heated tobacco device specifically designed for tobacco sticks, consisting of a heater and a charging case. The heater is used to heat the tobacco sticks, while the charging case is used to recharge the heater.

Using traditional cigarettes requires burning at temperatures above 600 degrees, releasing a large amount of harmful substances in the process, and it also requires an open flame, producing ash and smoke. However, IQOS devices are different; they do not require an open flame for heating but instead use low-temperature heating (around 350 degrees) to heat the tobacco sticks, allowing users to achieve the sensation of smoking while satisfying their nicotine needs.

On the other hand, the composition of tobacco sticks is also different from traditional cigarettes. Traditional cigarettes require combustion, during which carcinogenic substances like “tar” are added. However, tobacco sticks are made from tobacco paste, propylene glycol, nicotine, and flavoring, without the need for tar, thus significantly reducing the level of harmful substances produced during low-temperature heating.

What are the features of IQOS 3?

1. Compact and more stylish

The appearance is curved and smooth, with every design detail being carefully considered.

2. Effortless operation

The removal and insertion of the heating device are smoother, utilizing a side-opening system.

The heating device features a magnetic design, eliminating the need to pay attention to the orientation of the heating device, making it easier to store and charge.

3. Shorter charging time

Compared to IQOS 2.4 Plus, the charging time has been reduced by 40 seconds.

4. Safer

All materials and designs have been re-researched, undergoing numerous impact tests for higher durability.

5. Up to 576 combinations

The colors and textures of the accessories are diverse, with over 500 combinations available. You can choose your favorite color scheme.

What are the features of IQOS 3 MULTI?

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1. Continuous use

Realizing users' long-standing expectations, IQOS 3 MULTI is the first device in the IQOS series that can be used continuously, allowing for the use of 10 tobacco sticks without waiting.

2. Lightweight

It is the lightest device in the IQOS series, weighing only 50g, making it easy to carry.

3. Integrated design

Single-handed operation, simple to use.

4. Customizable

Various appearance combinations are prepared for you to mix and match according to your preferences.

Device Comparison

IQOS will once again create a trend

Since PMI began selling the limited test version of IQOS in Nagoya in November 2014, IQOS has been sold in over 42 countries worldwide. In Japan alone, more than 5 million adult smokers use IQOS each year. In the first half of 2018, IQOS's market share reached an average of 15.6% in the entire Japanese tobacco market.

PMI's CEO, Andre Calantzopoulos, stated in an interview with CNBC, “In today's world, you need updated products that align with consumer feedback and insights.” The recently announced “IQOS 3” and “IQOS 3 MULTI” are indeed new products that have undergone four years of market testing, collecting more user opinions and data to make significant improvements and designs. They not only solve the existing issues of IQOS 2.4 Plus but also enhance the product's diversity, practicality, lightweight nature, and personalization.

Overall, the new IQOS products launching in November can be described as “powerful,” not only meeting consumer demands with the “IQOS 3” but also eliminating the competitive advantage of continuous use with the “IQOS 3 MULTI.” The IQOS brand already has a large fan base, and it is believed that after the product launch, Philip Morris's tobacco market share in the next quarter is expected to reach new heights, bringing a new wave of growth to the heated tobacco market.