Philip Morris International (PMI) has doubled stock of its iQOS tobacco heating device but still cannot meet demand for the product introduced in Japan last April, Reuters said.

More than 3 million devices have been sold in Japan, where it retails for the equivalent of USD 88.30, the news agency said. PM Japan President Paul Riley said it is difficult to gauge what peak demand for iQOS will be because consumers continue to snap up the product as soon it reaches retail display shelves, according to Reuters.
British American Tobacco, which launched its heating device in Sendai, Japan, last December, reportedly said initial results were very encouraging. Japan Tobacco said expects to market its Ploom Tech device in some parts of Tokyo from this June, according to Reuters.