Jonathan Ive is taking on an even more important role at Apple. The design mastermind behind the look of the iPhone and the iPad will be promoted from senior vice president of design to the newly created position of chief design officer, CEO Tim Cook said in a memo to staff.

“Jony is one of the most talented and accomplished designers of his generation, with an astonishing 5000 design and utility patents to his name,” Cook said in the memo, obtained by 9to5Mac. “His new role is a reflection of the scope of work he has been doing at Apple for some time.”

Ive is already responsible for overseeing the physical look of Apple products as well as the design of the company’s software. In his expanded role, he’ll have more time to focus his design expertise on other parts of Apple’s empire, such as its Apple Stores, the physical packaging of its products and even the design of its massive new spaceship-shaped headquarters, which is set to open by 2017.

In an interview in the Telegraph, which first reported the promotion, Ive revealed that one of the touches he’s added to the new campus is custom-designed desks that can be raised or lowered with the press of a button.

Freeing up Ive to do more big-picture thinking will be two men taking on some his previous day-to-day managerial duties. Richard Howarth is being promoted to vice president of industrial design and Alan Dye will become the vice president of user interface design. The changes take place on July 1.

Get The Brief. Sign up to receive the top stories you need to know right now. Please enter a valid email address. Sign Up Now Check the box if you do not wish to receive promotional offers via email from TIME. You can unsubscribe at any time. By signing up you are agreeing to our Terms of Use and Privacy Policy . This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Thank you! For your security, we've sent a confirmation email to the address you entered. Click the link to confirm your subscription and begin receiving our newsletters. If you don't get the confirmation within 10 minutes, please check your spam folder.

Contact us at letters@time.com.