altria's core cigarette business is declining amid strategic missteps Altria posts lower-than-expected quarterly results on muted demand Altria Board to Consider a
Description
Its much safer [than smoked products] but not entirely safe, and theres a possibility that it still poses a cancer risk, says Benowitz

Through minimised combustion and carefully controlling temperature, IQOS users are exposed to no harmful chemicals while enjoying their tobacco experience

Biomed Pharmacother

Part of this may be attributed to the flavor bans, but social factors are also in play