Shocking Move: Philip Morris Unleashes IQOS in U.S. – Will It Win Smokers Over?

Inside PMI’s Bold Plan to Dominate the Heated Tobacco Market by 2030 Philip Morris International Launches IQOS in Austin, Texas Philip Morris International (NYSE:PM), the world’s largest cigarette maker, has officially introduced its flagship heated tobacco device, IQOS, to the United States, starting with a high-stakes launch in Austin, Texas. Priced at $60 per device and $8 for a pack of 20 accompanying tobacco sticks, this move signals PMI’s aggressive push to carve out a significant slice of the U.S. smoking alternatives market. The company is targeting adult smokers with a product that heats tobacco rather than burning it, promising reduced exposure to harmful chemicals compared to traditional cigarettes. Reuters reports that PMI kicked off sales with pop-up stores, mobile units, and demonstrations at major events like the Austin MotoGP Red Bull Grand Prix of the Americas, aiming to hook nicotine users with hands-on trials and expert guidance from “IQOS coaches.” This isn’t ju...