It’s been said a few times that the amazing rise of e-cigs is what’s opened the way for Heat not Burn technology. The concept has been tried before, and failed every time – but not because there was anything wrong with it. The idea was just too different, and most smokers were happy enough with what they had. If you wanted to inhale nicotine you lit a cigarette – it was that simple.
In the heat-not-burn market, IQOS is the dominant force. After all, PMI have spent a rather large amount of cash on research and development of the product (not to mention commissioning multiple scientific studies which independent science mostly agrees with). It is no wonder, then, that IQOS is popular. It is a very good product.