Philip Morris International has launched two new versions of iQOS – an updated version of iQOS 3 and a new device IQOS 3 Multi. It is expected to be listed in Japan and South Korea in the next few weeks and will be listed in Europe by mid-November. A less expensive heatsticks，cigarettes inserted into the device，will also be introduced to attract new consumers in Japan.
IQOS sales have increased in some places this year, while others have stagnated. It is said that the new version of IQOS 3 and IQOS 3 Multi is introduced to increase the sales volume of the products.
It is understood that IQOS 3 is an updated version of its original IQOS device, and it is more compact than the previous model. Charging ports are opened on the side instead of at the top. Executives said consumer feedback drove the changes. Like the old model, the IQOS 3 requires users to charge the device before each use.
IQOS 3
The new IQOS 3 Multi can be used 10 times before it needs to be recharged. It’s more cumbersome than traditional IQOS devices, but executives say consumers demand this change.
IQOS 3 Multi
“In today’s world, you need newer products that match consumer feedback and insights,”The CEO Andre Calantzopoulos said in an interview with CNBC. “So for those who have the current version of IQOS, it’s obviously time for us to have something new. But the key goal here is to convince more people in Japan and around the world to switch from cigarettes to IQOS…”
Calantzopoulos said the introduction of IQOS 3 Multi eliminates the advantages of competitors. Some brands, including British American Tobacco’s GLO and KT&G Lil, promote themselves better than IQOS because they can be used multiple times without charging.
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