Cult tech figure Sir Jonathan ‘Jony’ Ive has been promoted to the role of chief designer at Apple in a move that has prompted speculation about the future direction of the tech behemoth.

Ive, the designer behind a string of iconic Apple products such as the iMac (1997), iPod (2001) and iOS7 (2013), is often described as the new “soul” of Apple following the death of his close friend and the company’s co-founder Steve Jobs.

The 48 year-old Briton’s ascension to the role of chief design officer from the position of senior vice president, design has divided those who keep a sign on developments at Silicon Valley.

Some see it as a sign that he is assuming responsibility as the guardian of Apple’s brand – a role that Jobs held, albeit unofficially, before his death. Others are speculating that Ive is being groomed to take over at the helm of Apple after current CEO Tim Cook.

The reshuffle at Apple’s top ranks has also fuelled rumours that the global phenomenon is working on car.