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Philip Morris is preparing to launch IQOS, a non-combustible tobacco heating system, in the U.S. market to capture the vaping audience. Meanwhile, medical experts warn that nicotine itself, even without tobacco, poses risks to cardiovascular health and brain development in young adults. The segment contrasts modern pharmaceutical solutions for anxiety with the traditional use of nicotine and caffeine.
Altria is reportedly pivoting toward its new "IQOS" smokeless tobacco device after the systematic dismantling of the e-cigarette and Juul markets. The move is seen as an attempt to maintain tax revenue for states under the Master Settlement Agreement, which traditional vaping threatened. Critics predict the device will fail because it removes the social and sensory element of "blowing smoke" that users enjoy.
