Philip Morris Launches IQOS Heated Tobacco Device in Texas

Philip Morris International (PMI) has introduced its heated tobacco device, IQOS, in Austin, Texas, aiming to expand its presence in the U.S. tobacco market. The company plans to establish a significant share in the growing segment of smoke-free alternatives.

PMI has set a goal of capturing 10% of the U.S. tobacco and heated tobacco product volume by 2030. Following a successful pilot program, IQOS is now available to adult smokers in Austin. To promote the device, PMI will host demonstrations and guided trials at the Austin MotoGP Red Bull Grand Prix of the Americas.

Consumers can access IQOS through select mobile locations and designated "IQOS coaches." Online sales will begin later in April. However, the company has not disclosed pricing details yet.

While PMI had initially announced plans to launch IQOS in four cities across two states, Austin is the first confirmed location. The company is offering an older version of the device while awaiting approval for its latest model, ILUMA, from the U.S. Food and Drug Administration (FDA).

The FDA has already authorized the sale of the older device, allowing PMI to market it as a reduced-exposure product compared to cigarettes. However, the company's applications have faced opposition from public health advocates, who accuse PMI of violating prior FDA regulations. PMI denies these claims and maintains compliance with regulatory requirements.

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