PMI’s IQOS outpaces Marlboro’s net revenue NEUCHATEL, SWITZERLAND – IQOS, Philip Morris International’s heated tobacco product, has outpaced Marlboro’s global net revenue and is now the company’s top brand, nearly a decade after its launch in 2014. The milestone underscores the company’s shift toward replacing cigarettes with smoke-free alternatives such as IQOS. “For the first time in history, smoke-free products have surpassed cigarette combustibles,” PMI Chief Executive Officer Jacek Olczak said at the Technovation event last Oct. 9 in Neuchatel, Switzerland. PMI, through its local affiliate PMFTC Inc., introduced IQOS in the Philippines in 2020. The product line now includes the latest v... [Read more]