The mobile-phone industry is presently gathered for one of its key annual events, Barcelona's 3GSM Congress - and Apple's iPhone is being heavily discussed at the event, even though the company isn't there.
The BBC has published an in-depth report in which it speaks with mobile industry chiefs to get their reaction to Apple's latest device.
"No we're not frightened of Apple, companies here welcome the brand into the business," Bill Gadja of the GSM Association told the BBC.
"All of those innovations that Apple talked about are already appearing on phones and we're going to see handsets that go way beyond that this week," he also said.
The report shows that there's a pragmatic attitude among those in the industry at Apple's move to their market. Most players there seem to welcome the company, but aren't afraid to stress the differences between the iPhone and their products.
Spokesmen from LG Electronics and Samsung – both of which are also introducing touchscreen mobile phones – are using the show to stress their first to market position.
A new subscription-based mobile-music service, MusicStation also launched at the show.