Celebrating 75 Years of Iconic Design. Good Design® online submissions are open.

We are on the cusp of a radical transformation in the way our society uses tobacco. Cigarette consumption is in substantial, protracted decline as consumers switch to smoke-free products. 

IQOS is a revolutionary smoke-free device that heats rather than burns tobacco. This is the first shift with a promising public health outcome. 

The HEATCONTROL™ TECHNOLOGY uses special electronics which avoid the combustion of tobacco, thanks to a unique heating blade made of gold and platinum, and coated in ceramic. 

It differs from the liquid flavoured nicotine present in e-cigarettes, because the ‘HEETS’ used with the IQOS product contain compressed tobacco. So the taste is much closer to a regular cigarette, but the consumer’s experience is highly improved due to the elimination of fire, ash and the lingering smell of traditional cigarettes. 

IQOS is a unique product for many aspects.  It features a slimmer, lighter design with high quality finishes which enhance the sensorial and ritual experience.

Haptic feedback sensors signal the start and the end of the ‘heated tobacco’ experience and a mobile application allows the consumer to increase the quality of every-day life by tracking consumption and connecting to an IQOS community.

The distinct shape and the combination of sleek metallic tones with neutral colourways are the characteristic design features which diverge from a classical electronic look and give IQOS an aesthetically pleasing and smart feeling that integrate elegantly into everyday life.