In a bid to eventually “phase out” conventional cigarettes, tobacco manufacturer Philip Morris rolled out a new product that heats tobacco instead of burning it. The new product, dubbed Iqos, claims to give users 90 percent less of the toxins contained in normal cigarettes. Trials have shown that the Iqos could actually help people quit smoking. Chief Executive Andre Calantzopoulos told the BBC that he acknowledges the harmful effects of cigarettes and wants to “find and commercialize” those that are less damaging to users’ health.
