We use PMI Financials or estimates, IQOS user panels and PMI Market Research. The number of total users we report refers to IQOS users for whom tobacco sticks for heating represent at least 5% of their daily tobacco consumption over the past 7 days, while the number of people we estimate have completely quit cigarette smoking refers to IQOS users who have completely quit cigarettes and for whom tobacco sticks for heating represent at least 70% of their past 7-day heated tobacco consumption.

The totality of evidence includes PMI’s clinical data (we conducted 10 clinical studies with thousands of participants in the US, UK, Japan and Poland), aerosol chemistry, and data from 18 nonclinical studies. The totality of evidence demonstrates that switching completely to IQOS, while not risk-free, presents less risk of harm compared with continuing to smoke cigarettes.

The percentage refers to the average reduction of the levels of certain constituents prioritized for action by renowned public health organizations such as the World Health Organization (WHO) and the Food and Drug Administration (US FDA) found in IQOS tobacco vapor compared to the smoke from a 3R4F reference cigarette. To this effect, we collect the tobacco vapor and smoke under the Health Canada Intense machine-smoking regime (55 mL puff volume, 2 second puff duration, 30 second interval puff) using a comparison on a per stick basis. Reduction calculations exclude nicotine

Nicotine is addictive. However, it is not the main cause of smoking related diseases. IQOS delivers nicotine in a comparable way to cigarettes. Our clinical studies show that the amount and rate of nicotine absorbed when using one tobacco stick with IQOS is comparable to that of smoking one cigarette.

1) Charging your IQOS Holder:
Open the hinge lid by pressing the button below the lid. Put the IQOS Holder into the Pocket Charger, with the light of the holder in the same direction as the lights on your charger, and close the lid when the top light flashes, it is charging. As soon as the light stops blinking it is fully charged. 

2) Inserting Tobacco: 
Gently slide the Tobacco stick straight into the IQOS 2.4 PLUS device, tobacco side first. Push it in up to the line printed on the stick. Do not twist the Tobacco stick in the holder, this might cause the blade to break. 

3) Heating your IQOS: 
Press and hold the button until you feel one vibration and the white light on your holder starts to pulse slowly.
Only press once, or you might turn off your holder.

4) Your IQOS is ready to go: 
Once the holder vibrates twice and the light stops pulsing and stays white you are good to go!

5) Just before finishing your IQOS experience:
Your IQOS will vibrate twice and the white light will start pulsing when there are 30 seconds or 2 puffs left.

6) Take the Tobacco Stick Out & Recharge Your IQOS Device
When the light turns off, slide the cap of your IQOS Holder upwards and take out the Tobacco stick (again in a straight movement, ensuring not to twist the Tobacco stick). 
Now just place the IQOS Holder back in the charger to recharge your IQOS device. In 4 minutes and 30 seconds you're ready to go again.

1) Open the lid of your IQOS 3 MULTI device:
Rotate the lid anti-clockwise

2) Inserting Tobacco: 
Gently slide the Tobacco stick straight into the IQOS 3 MULTI device, tobacco side first. Push it in up to the line printed on the stick. Do not twist the Tobacco stick in the holder, this might cause the blade to break. 

3) Heating your IQOS: 
Press and hold the button until you feel one vibration and the white light on your IQOS Holder starts to pulse slowly.
Only press once, or you might turn off your IQOS Holder.

4) Your IQOS is ready to go: 
Once the holder vibrates twice and the light stops pulsing and stays white you are good to go!

5) Just before finishing your IQOS use:
Your IQOS will vibrate twice and the white light will start pulsing when there are 30 seconds or 2 puffs left.

6) Take the tobacco  stick out & recharge your IQOS 
When the light turns off, slide the cap of your IQOS Holder upwards and take out the Tobacco stick (again in a straight movement, ensuring not to twist the Tobacco stick). 

The red light, blinking or steady, on your Holder may indicate that:
- Holder is not  charged
- Device is outside its optimal operating temperature (10°C - 40°C) 
- You pressed on the Holder button during usage
- Holder malfunction
To resolve the issue, you may try the following:

a. Check that the IQOS 2.4Plus Pocket Charger is switched ON and has enough power
b. Place the Holder in the Pocket Charger and wait until it is fully charged (up to 4 minutes)
c. Ensure your Holder’s electric contact is clean
d. If none of the above works, perform a reset of your device
e. Still no luck? Please contact Customer Care 0800 9153; working hours: Monday- Friday 8:00 am - 8:00pm; saturday-sunday 10:00-6:00pm or ask for assistance at the nearest IQOS store.

If you observe a red blinking light on your IQOS 3 Holder, IQOS charger, or on your IQOS 3 MULTI, this means that it is signaling to let you know there is an issue.

In some cases, the red light appears when there is even a slight possibility of your IQOS not able to deliver the quality of use that we have promised you. 

Does the small light on your IQOS 3 Pocket Charger turn red while you are charging your IQOS 3? Just unplug the cable, remove the holder from the pocket charger, clean the connector of the IQOS 3 Holder and put it back in. 

There might be multiple other reasons for your IQOS to have a red blinking light, please reset it, this can help solve the issue.
Here is how you can do this: Reset my IQOS 

Still no luck? We are here to help you! Contact us and we will get this resolved for you right away. 

You can now also use our IQOS self-diagnostic tool to perform a quick troubleshoot yourself. Just log in, select the device with the issue and follow the instructions on the screen.