Abstract In the present article we address the question 'What is quantum information?' from a conceptual viewpoint. In particular, we argue that there seems to be no sufficiently good reasons to accept that quantum information is qualitatively different from classical information. The view that, in the communicational context, there is only one kind of information, physically neutral, which can be encoded by means of classical or quantum states has, in turn, interesting conceptual advantages. First, it dissolves the widely discussed puzzles of teleportation without the need to assume a particular interpretation of information. Second, and from a more general viewpoint, it frees the attempts to reconstruct quantum mechanics on the basis of informational constraints from any risk of circularity; furthermore, it endows them with a strong conceptual appealing and, derivatively, opens the way to the possibility of a non-reductive unification of physics. Finally, in the light of the idea of the physical neutrality of information, the wide field of research about classical models for quantum information acquires a particular conceptual and philosophical interest.