Electronic cigarettes are a fairly new invention. The first design patent was registered in 2003. Having been around for less than 10 years, the product is still not yet mainstream. E-cigarettes have moved on from the market introduction stage of their life cycle, and are now in between the growth and maturity stages. This means that costs are lowered because companies are making more products than before, more companies have entered the market to compete, and each brand is differentiating themselves from their competitors. Although public awareness is increasing each day, there are still tons of people who have never heard of the device.