The so-called "Cowboy smokes," themselves, Marlboro, are moving away from traditional cigarettes in favor of e-cigarettes like the IQOS, at least outside of the U.S. Marlboro commented on the giant change in their business model with the comment: “Society expects us to act responsibly. And we are doing just that by designing a smoke-free future.”

While Philip Morris International has decided to cease cigarette production, the separate branch Philip Morris USA hasn't taken the leap yet, but the latter does own 35% in one of the largest e-cigarette companies in the world: JUUL Labs.

IQOS is a "smoke free cigarette," which, unlike other e-cigarettes heats up tobacco instead of burning it and is claimed to reduce toxic chemicals in cigarettes by up to 95%. JUUL, on the other hand, is a traditional e-cigarette with different flavors and concentrations and has been criticized for targeting their product to minors.