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Philip Morris International, which sells Marlboro outside the U.S., says its future is beyond cigarettes. It's now trying to prove it.

The tobacco company has invested more than $4.5 billion since 2008 developing smoke-free products, including IQOS . The device heats tobacco until it's warm enough to emit an aerosol but not quite hot enough to cause combustion, the chemical process responsible for producing toxins in cigarettes.