Also, iQOS is still establishing itself, and that's forcing Philip Morris to make short-term concessions on price. CFO Jacek Olczak said in April that he expects Philip Morris to break even on iQOS in 2017, but that's a far cry from the impressive profit margin that the tobacco company gets on traditional cigarette sales. Nevertheless, what the Marlboro maker hopes is that once customers have the iQOS system in their hands, subsequent sales of heated tobacco will drive profit going forward.