IQOS 3 offers several enhancements to the IQOS 2.4 currently being sold
in select U.S. markets, including a longer battery life, faster
re-charging time, a side opening mechanism, and magnetic closure.
“Altria’s 10-year vision is to responsibly lead the transition of adult
smokers to a non-combustible future. IQOS is a key part of that future
and we’re excited to build on our first-mover advantage with the
enhanced IQOS 3 device which has performed successfully in international
markets,” said Jon Moore, President and Chief Executive Officer of PM
IQOS is currently available in the Atlanta, Georgia, Richmond, Virginia
and Charlotte, North Carolina markets. With PMTA authorization of IQOS
3, PM USA expects to begin quickly marketing the IQOS 3 device to U.S.
adult smokers once the regulatory and U.S. importation logistics have
To secure market authorization under a PMTA, U.S. federal law obligates
an applicant to demonstrate that marketing of a new tobacco product is
appropriate for the protection of public health and requires the FDA to
consider the risks and benefits to the population as a whole, including
users and non-users of tobacco products.On July 7, 2020 the FDA
authorized the marketing of the IQOS 2.4 tobacco heating system as a
modified risk tobacco product with a reduced exposure claim. IQOS 2.4 is
the first next-generation inhalable tobacco product to be authorized as
a modified risk tobacco product. The IQOS 3 PMTA authorization is
independent of the MRTP authorization for the IQOS 2.4 device. PMI
expects to file a MRTP application with the FDA for IQOS 3 seeking
authorization of a reduced exposure claim.