Towards the middle of 2014 some reports began to circulate about a new device that could replace the traditional cigarettes thus reducing the damages caused by smoking.
We’re talking about iQuos, the heat, not burn device of Philip Morris International (PMI), one of the leading international tobacco company.
Apart from political issues (this is not the proper place to talk about this thing), the new heat, not burn cigarette has been immediately positively accepted by media. It is often been described as the first device of this kind, an innovative and risk free one.
Despite the praises that it received, some doubts raised especially among those who have already tried another device that is really pioneering and risk free but that has also been much discredited by media: the electronic cigarette.