At least for IQOS you can look at the PM annual report to get an idea of it. Because of lower taxes on IQOS they earn more on every stick sold than on cigarettes (And thats true even with a lower selling price). The devices are sold without profits, and i expect that production of HEET`s is similar to cigarette production. This is an excellent business and the reason PM is pushing it so hard.
Vaping might be not so profitable because of all the competition, but this is probably going to get better with more regulation.
I see it as a fat pitch right now. Just compare it to other staples like KO,KHC or something like GIS (which also sell unhealthy and volume shrinking products but with price competition) that trade at higher multiples and it is obvious that Altria/PM is a much better investment.
*EDIT*: Just to give some numbers, 5.5% of stick volume for PM was from IQOS/RRP, while 15% of net revenues (after excise taxes) came from IQOS/RRP. Even if half of RRP revenue was devices, this is >30% more net revenue on every HEET stick. Given that HEETS are pretty similar to cigarettes, i would think that costs to manufacture them are also similar.
*EDIT2*: And it gets even better when you look at the latest quarter, where 14% of revenue was devices and RRP revenue was already 20% of the whole. Unit economics on HEETs are great and PM even stated in the earnings call that margins will expand. Just look at page 43 of the call presentation and you see that adjusted operating margins have increased by 2.4% over one year.