For Ive, the idea of taking on human interface, beyond hardware, must be incredibly exciting creatively.

FORBES: How Jony Ive Will Make Checking The Weather On Your iPhone A Religious Experience

As part of these changes, Jony Ive, Bob Mansfield, Eddy Cue, and Craig Federighi will be taking on more responsibilities.

FORBES: Apple CEO Tim Cook Shakes Up Management Team, iOS Chief Forstall, Retail Leader To Depart

Also as previously rumoured, Bloomberg reports that Apple is pulling people from the Mac team to work on iOS in order to get it done in time, and that Ive has been encouraging collaboration between the software and hardware teams -- which, as Bloomberg notes, have previously been operating in separate silos.

ENGADGET

When you watch Jony Ive enthuse about the chamfers and the microns in the official Apple video that was shown at the launch event on Wednesday (see above), you are hearing the implicit backstory of not just how the device feels in your hand but how it makes you feel about yourself.

FORBES: With The iPhone 5, The Style Is The Substance. What's Wrong With That?