Apple's Jony Ive, who has often been credited for the company's unique and innovative design language over the last two decades, has been named the Chief Design Officer of the firm.
TechCrunch quoted Apple as saying that the new role will allow Ive to focus entirely on current design projects, new ideas and future initiatives.
The new post elevates him above his previous SVP status, and also places Richard Howarth as the new head of Industrial Design and Alan Dye as head of User Interface.
However, Ive is shedding some administrative and management duties to his two new lieutenants while taking charge of both UI and ID, along with direct control over retail store design around the world.