Every year around this time, Barcelona becomes the center of the mobile world. More than 100,000 people from the tech and telecoms industries gather at Mobile World Congress to see the latest devices and hear about the newest developments in network technology. The chatter this year was all about 5G—the next-generation cellular connections that will provide ultra-fast, ubiquitous wireless coverage—and high-end smartphones with bendy screens that fold out into a tablet. More, better, faster: What else would you expect? Sign up for the Quartz Daily Brief email Enter your email Sign me up Stay updated about Quartz products and events. Thanks for supporting our journalism! You’ve hit your monthly article limit. Become a member to help build the future of Quartz. Get unlimited access to Quartz on all devices. Unlock member-exclusive coverage, CEO interviews, member-only events, conference calls with our editors, and more.

Last year, it was the notch. This year, it seems that everyone has seen the viral success that Apple’s had with its AirPods wireless earbuds.

First released in late 2016—Apple was slow to ramp up production—they’ve become an internet meme, generally signifying wealth in the US and elsewhere as more people picked up a pair around the 2018 holiday season. And now at this year’s Mobile World Congress, competitors big and small have been showing off their answers to the AirPods—in some cases just blatant knock-offs.

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