iQOS Ad Strategy Revealed IQOS may be Philip Morris Internationals greatest attempt yet to distract the world from the hundreds of billions of #cigarettes it continues to sell every year. , See past the IQOS illusion. How are Non Combusted Cigarettes, Sometimes Called Heat Not Burn Products, Different from E Cigarettes and Cigarettes? FDA FDA OK's Smokeless Cigarette Sales. Can IQOS Help You Quit?