I don't know that I'd expect Phillip Morris to put that kind of money into a device and then lose one of their largest possible share markets.
The fact that they are using "heat not burn" to defend it.... Well, technically it IS that. I've never once considered the IQOS for myself, but I don't begrudge it market share if it can move a smoker towards harm reduction. To me, the device is so finicky, riddled with issues, and hard to use (from what I've seen on reviews) that my only issue with it is that it might turn off some smokers who might do better with vaping.
But the ones that don't and really need something more substantial, and "cigarette-like?" Well, I don't see why it shouldn't be on the market.
I don't think this is an attack on vaping, I think it's likely that Phillip Morris's lawyers determined that going down this road was going to beneficial for them. It make sense to me in a way, it is not technically a "combustion" device.
What this may or many not do for vaping, I have no clue. But, I really doubt it is going to substantially change the outcome for all vapers, etc. I think that decision will be affected more by the fact that legislators are going to want to tax ANYTHING they can stick a warning "nicotine" label on, even if it's a battery, a tank, etc.
So, I'm not overwhelmingly conflicted on this one, and as I don't hate tobacco companies more than the government (the majority of the cost for tobacco is really taxation, not the actual tobacco company) and I don't blame them for wanting to bring their own "innovative" (and it kind of is, although like most new innovation, riddled with issues) and "expensive" (and, it IS, SO EXPENSIVE) device to market. I believe in market choice proving a device, not anything else, and that is what I think is so great about vaping, right now it's a pretty free market. People can make their choices.
I was interested the last time I saw someone buy a "cigalike" product from the gas station. She had clearly bought before, the clerk recognized her, and asked "which flavor" it was rather utilitarian and rather like one's morning purchase of a "pack of tobacco". Yes, she was paying more, it was not a hobby, but it was significantly safer (if not cheaper) than tobacco and was clearly working for her.... All types of vapers in the world. I think I would buy a cigalike after someone robbed me of all my vapes on an outing perhaps, and that might be the only time I would buy one.... But it takes all types of methods for great harm reduction.
Anna