Prince William's 40th birthday this week marks a significant milestone for the future king, who is rapidly stamping his authority on the British royal family by plotting a course between tradition and modernity.
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William's wife Catherine celebrated her landmark birthday in January and only Queen Elizabeth II is held in higher regard by the public than the close-knit couple, who are often held up as a model for the future of the monarchy.
According to pollsters YouGov, William, whose birthday is on Tuesday (Jun 21), is the most popular royal behind the queen, with a 66 per cent approval rating, followed by Kate on 60 per cent.
"It's a very important milestone for him because, with his father Prince Charles, he's stepping up to support the queen, and also to continue to create an identity as the future king," royal commentator Richard Fitzwilliams told AFP.
Such is William's popularity that many even want him to leapfrog his father and become king when his grandmother dies.
Since the 96-year-old sovereign began winding down her duties due to ill health and old age last year, second-in-line to the throne William has been an increasingly influential figure.
The Duke of Cambridge, as he is officially known, accompanied his father when the queen missed the State Opening of Parliament in May and has also weighed in on important family decisions.