Jony Ive, the man behind the look of the likes of the iPhone, iPad and Apple Watch, has been promoted to Apple's chief design officer.

An overhaul of the iPhone and iPad operating system has been hailed by its design chief as a new beginning for the technology giant.

Apple says mobile software head Scott Forstall and retail chief John Browett are departing as chief executive Tim Cook embarks on a sweeping management overhaul at the world’s most valuable company.

Jonathan Ive, Apple’s head of design, has emerged as a totemic figure.