IQOS: The First Independent Review
Language version
This article is also available in Czech.
TL;DR ✨
IQOS is a play on the phrase “I quit ordinary smoking.” It is an alternative to the widespread practice of smoking tobacco wrapped in cellulose paper. IQOS is a piece of hardware carried in a pocket and looks like an aesthetically pleasing case. This hardware (the complete unit is referred to simply as IQOS in this article) contains two components.
IQOS offers various flavors for smoking, which the manufacturer has given a range of unusual names to make them sound as sexy as possible. To smoke one, a cartridge containing tobacco, a filter, a glycerin carrier, and a biopolymer membrane is inserted into the heating chamber. The small IQOS is then switched on, heating the tobacco in the cartridge to 300 degrees, and the user inhales.
1. Introduction¶
1.1 Definition¶
IQOS is a play on the phrase “I quit ordinary smoking.” It is an alternative to the widespread practice of smoking tobacco wrapped in cellulose paper. IQOS is a piece of hardware carried in a pocket and looks like an aesthetically pleasing case. This hardware (the complete unit is referred to simply as IQOS in this article) contains two components.
- A separate component with a heating chamber into which special cigarettes marketed as HEETS are inserted (the author calls this the small IQOS in this article).
- A large battery into which the component with the heating chamber is inserted, recharging the heater (the author calls this the large IQOS).
- On the outside, the large IQOS has its own small but unobtrusive operating system. In addition to diagnostic data, it can communicate with a mobile phone over Bluetooth through a mobile app (available only for Android; Apple said no to IQOS).
IQOS offers various flavors for smoking, which the manufacturer has given a range of unusual names to make them sound as sexy as possible. To smoke one, a cartridge containing tobacco, a filter, a glycerin carrier, and a biopolymer membrane is inserted into the heating chamber. The small IQOS is then switched on, heating the tobacco in the cartridge to 300 degrees, and the user inhales. The unique heating blade is made of ceramic, coated with gold and platinum, and heats the tobacco from the inside.
1.2 Marketing mix¶
IQOS is an alternative to smoking. It sits alongside e-cigarettes, and for smokers it is similar to the analogy of coffee. When visiting a café, a person can choose Turkish coffee, a latte, or perhaps a cappuccino. Everyone likes something different, but the essence is the same: every coffee contains caffeine.
It is difficult to know why the manufacturer launched IQOS. One can speculate that it is still better for the manufacturer to release such a product than for a competitor to do so. One can also speculate that it is a way to push into pubs and restaurants where “traditional” smoking is prohibited, using IQOS-friendly venues as a guerrilla tactic, or that the manufacturer released IQOS out of sympathy for non-smokers, to improve society’s attitude toward and perception of smoking. Whatever the goal, it is not the subject of this article, and the company’s advertising campaign is best left to the manufacturer.
2. Technology¶
As already indicated, IQOS works by heating an inserted cigarette cartridge (HEETS) to 300 degrees Celsius. By comparison, tobacco in conventional smoking burns at around 800 degrees. This is why the term Heat not Burn (HnB) has become established for IQOS. For this primary and important reason, IQOS produces no ash and also contains substantially fewer harmful substances that normally arise from incomplete combustion. The amounts of harmful substances were compared by the only independent study not funded by the manufacturer. The study can be downloaded and read below:
jamainternal_Auer_2017_ld_170021Download
2.1 Comparison of harmful substance levels in cigarettes and IQOS¶
| Analyzed substance | Indicative consequences inhalation by wiki | IQOS | Normalcigarette | How much healthier is IQOS in % |
| Basic | ||||
| Nicotine [μg/cigarette] | addiction | 301 | 361 | -16% |
| Temperature [°C] | 330 | 684 | N/A | |
| Number of measured coatings | 12,6 | 13,3 | N/A | |
| Volatile organic substances, amount of μg per 1 cigarette | ||||
| Acetaldehyde | natural substance | 133 | 610 | -78% |
| Acetone | irritant | 12 | 95,5 | -87% |
| Akrolein | linked with lung cancer | 0,9 | 1,1 | -18% |
| Benzaldehyde | N/A | 1,2 | 2,4 | -50% |
| Krotonaldehyde | toxic, irritant | 0,7 | 17,4 | -96% |
| Formaldehyde | irritates respiratory tract | 3,2 | 4,3 | -26% |
| Isovaleralddehyde | commonly in food | 3,5 | 8,5 | -59% |
| Propionaldehyde | N/A | 7,8 | 29,6 | -74% |
| Polyaromatic hydrocarbons, ng/1 cigarette | ||||
| Naftalene | a headache, vomiting | 1,6 | 1105 | -99,9% |
| Acenaftylene | N/A | 1,9 | 235 | -99% |
| Acenaften | N/A | 145 | 49 | +295% |
| Fluoren | N/A | 1,5 | 371 | -99% |
| Antracene | toxic, irritates respiratory tract | 0,3 | 130 | -99% |
| Phenantrene | carcinogen | 2 | 292 | -99% |
| Fluoranten | less dangerous carcinogen | 7,3 | 123 | -94% |
| Pyrene | toxic for kidneys and liver | 6,4 | 89 | -93% |
| Benz[a]antracene | N/A | 1,8 | 33 | -94% |
| Chrysen | less dangerous carcinogen | 1,5 | 48 | -97% |
| Benz[e]acefenantrylene | N/A | 0,5 | 24 | -98% |
| Benzo[k]fluorantene | N/A | 0,4 | 24 | -98% |
| Benzo[a]pyrene | suspected carcinogenicity | 0,8 | 20 | -96% |
| Inorganic substances, ppm smoke | ||||
| Carbon dioxide | poisonous, commonly in nature | 3057 | >9000 | N/A |
| Carbon monoxide | poisonous, blocks oxygen in the blood | 328 | >2000 | N/A |
| Nitric oxide | poisonous, releases muscles | 5,5 | 89,4 | -94% |
The large IQOS performs diagnostic, aesthetic, protective, and charging functions.
The small IQOS consists of a heating chamber containing a blade. A HEETS stick is pushed onto this blade, and once the command to heat the blade is given, the tobacco begins to heat. The consumer then inhales it in the same way as taking a drag from a cigarette.
The construction of the HEETS cigarette itself is more interesting. It consists of the tobacco mentioned above, processed into fibers. Behind the tobacco is a filter impregnated with glyceride. This acts as a carrier for the heated vapor. In other words, it transfers the heated tobacco vapor into a biopolymer membrane system, which captures the carrier and releases the heated tobacco vapor through a cellulose filter and into the smoker’s lungs. This entire process is powered by the user’s lungs as they actively inhale the smoke.
3. Product range¶
3.1 Hardware¶
The hardware product range is straightforward. Three IQOS variants are available. They differ in a few minor details, and the author personally found the choice to be much of a muchness.
- IQOS 2.4 PLUS
- IQOS 3
- IQOS 3 MULTI
- In principle, the options differ in design, which can be expected to be the main selection criterion for most people (by analogy, like most women choosing a car by its color). Interestingly, the more expensive variants have universal USB-C, while the cheapest 2.4 has only USB-B.
- Charging time and IQOS heating time may be another selection criterion, potentially making daily use more convenient.
- The IQOS 3 Multi stands out somewhat from the crowd: it can heat up to 10 HEETS in succession.
Whatever the intended structure of the hardware range, a separate review would be needed to help users better understand the differences between the devices. The author doubts that a tobacconist would be much help while the product is still at a relatively early stage of sales. The author initially bought the IQOS 2.4 PLUS and would appreciate hearing from users who bought another model, including their reasons and real everyday testing experience.
3.2 Consumables¶
The range of cigarettes (called HEETS) is similarly modest. There are six basic options, vaguely described as flavors. The author rated the flavors as follows:
- Turquoise (also known as menthol: disgusting)
- Bronze (the one that heats and smokes less easily)
- Amber (medium strength, something like L&M)
- Sienna (the author found its taste closest to Marlboro)
- Yellow (the author does not remember what it tasted like, but probably very similar to all the other HEETS)
- Blue (the author did not try it; it is supposed to have some kind of icy flavor)
4. Personal experience and comparison with conventional smoking¶
4.1 Positive aspects¶
4.1.1 Smoking where it is otherwise not possible¶
The author considers the main and most pleasant feature to be that IQOS can be smoked in most places where cigarettes are not tolerated or welcome. This does not mean only restaurants that are IQOS-friendly, but also a living room at home, a car, or an office. Because it does not stink, it simply does not bother people. That is the most significant benefit of IQOS. A smoker does not break up the group by “stepping out” for five minutes.
4.1.2 No ash¶
As already indicated, IQOS produces no ash. There is less needless cleaning, and the stink (odor) of ash disappears. The author finds this very pleasant.
4.1.3 No stink¶
The absence of cigarette stink is appreciated not only by smokers, but especially by those around them and by non-smokers. At family celebrations, smokers no longer have to hear their aunts scolding them that they have not seen them for a year and they still smell like an ashtray. Fingers are not yellow and do not smell of cigarette butts.
4.1.4 Harmful substances and health¶
The lower quantity of harmful substances is more of an abstract benefit and not a particularly compelling reason to migrate to IQOS. Nevertheless, the author notes that passionate smokers like him may notice after a few days that they have less mucus in the morning and that their lungs begin to feel slightly clearer; his unpleasant cough also disappeared after just one week.
4.2 Negative aspects¶
4.2.1 User experience¶
Once a smoker gets past IQOS smelling like burnt straw and becomes accustomed to it, the main drawback is the user experience itself. It is simply annoying to want a smoke and discover that the IQOS is not charged. The entire device also has to be kept charged at all times; otherwise, the user is out of luck. Charging itself takes quite a long time.
4.2.2 Design is only for show¶
The design may be beautiful, but the author has trouble finding the IQOS opening button by touch in the dark and confuses it with the Bluetooth button, which is useless to iOS users anyway.
4.2.3 Waiting for ignition, Houston¶
Before smoking, it is annoying to wait for the IQOS to charge so that it can heat. The author is used to taking out a cigarette, lighting it, and being done. He does not wait a minute for his lighter to warm up every time.
4.2.4 Cleaning and maintenance¶
It is recommended that IQOS be cleaned after 20 cigarettes. That is another nuisance. Maintenance itself is not particularly intuitive for a beginner, and an accidental knock to the heating blade can irreparably damage the IQOS. The author honestly cannot imagine how the general public could manage something like this on a mass scale.
4.2.5 Ghosts in the OS¶
On a few occasions, the author clumsily put the IQOS back into its case after smoking and it did not charge. Every now and then it indicated some fault in red, which disappeared after switching it off and on. The author considers these teething troubles, but after owning an IQOS for only a few days, it is rather alarming to see what the device does when it should be doing nothing.
4.3 Neutral aspects¶
4.3.1 Price¶
Price does not play a role with IQOS. Like other tobacco products, IQOS is subject to excise duty, yet its price is still very similar to buying cigarettes. The author was surprised to find HEETS in cigarette vending machines in Germany. Availability of HEETS varies across the Czech Republic.
4.3.2 Another box of junk¶
At first glance, IQOS seems like “another box of junk.” If IQOS is thought of as a large lighter, nothing changes. It is worth remembering that it is a lighter costing CZK 900.
4.3.3 Smoking experience¶
The smoking experience is highly individual. The author finds the flavors very similar and, after a few days of smoking and becoming accustomed to them, even finds the experience very similar to smoking traditional cigarettes.
5. Conclusion¶
IQOS will find both ardent supporters and opponents. The author personally sees this alternative following a path analogous to the arrival of television when radios were widespread. People also claimed that it would bring an end to work in the fields because everyone would become a slave to television and nobody would work. Over time, television became embedded in society and an unavoidable part of it. Today it is seen as a large color monitor, and hardly anyone gives it much thought because it is standard in every household and other manufacturers build on it (internet television).
The author would recommend IQOS as a useful supplement to smoking that will find a place in other people’s lives. Some examples follow.
5.1 Compromises in a relationship¶
These may be situations where a smoker in a relationship with a non-smoking partner is looking for a compromise over cigarettes. IQOS resolves this situation pleasantly while taking the needs of both parties into account.
5.2 No balcony¶
These may be situations where someone does not want to freeze outside an apartment building in winter because they have no balcony but still crave a cigarette. IQOS resolves this situation elegantly. Not everyone wants their living room to smell of cigarettes if they value their visitors.
5.3 At work¶
Does a smoker have to clock out when going for a cigarette? Why not simply take a drag in the office? IQOS offers a way, though probably not for those replacing manual robots on a factory production line.
5.4 Aunts visiting¶
These may be situations where aunts visit once a year and the smoker does not want to smell like a cigarette butt at the family gathering. IQOS resolves the situation elegantly.
5.5 A long journey from abroad¶
If a smoker does not want to delay fellow travelers with cigarette breaks or choke them with cigarette fumes in the car, IQOS is again a reasonable substitute.
The motivation to buy one is each user’s own decision, and each user is responsible for their own health and possibly the health of those around them. In many respects, smokers can choose to light up in many places, while non-smokers cannot choose who lights up next to them. IQOS can be purchased separately at a tobacconist. Anyone wanting a discount and extra benefits (such as a few packs of HEETS) with an IQOS only needs to spend a little while searching online.