When his father Prince Charles becomes King, Prince William looks set to inherit his Prince of Wales title.
And reports suggest William is planning to reinvent the role of the Prince of Wales - with his wife, the Duchess of Cambridge, playing a key role in the future.
Palace aides are said to be describing the strategy as 'the Cambridge way' and sources suggest the couple have been doing a lot of thinking about how long-held protocols can be modernised - especially in the aftermath of their Caribbean tour.