IQOS Reaches $10 Billion Milestone
Philip Morris International has marked a major milestone in its transformation journey, with its flagship smoke-free product, IQOS, surpassing $10 billion in annual net revenues in 2024.
IQOS achieved this milestone less than a decade after its launch, highlighting the company's progress in its smoke-free vision.
Our smoke-free products, such as IQOS, are fundamentally different from cigarettes
According to PMI president for heated tobacco products Oggie Kapetanovic, building a purpose-driven brand in a heavily regulated industry has been a challenging yet significant achievement.
The milestone was announced at the unveiling of the limited edition IQOS Iluma i, designed by Italian entrepreneur Stefano Seletti.
Author's summary: IQOS surpasses $10 billion in annual revenues.
- IQOS annual net revenues: $10 billion
- Year achieved: 2024
- Time since launch: less than a decade
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