https://vaping360.com/lifestyle/iqos-phillip-morris/ Altria is apparently selling a starter package that includes the IQOS device and 200 HeatSticks (10 packs of 20, like a carton of cigarettes) for between $80 and $100, although it’s very difficult to pin down the pricing, since they don’t advertise the price online.
https://tobaccocontrol.bmj.com/content/29/e1/e152 At the stores visited in Atlanta, the device sells for $100, and 10 packs of HeatSticks (each individual pack contains 20 HeatSticks, which makes 10 packs equivalent to a carton of cigarettes) sell for $55.