It feels like every time you refresh your feed lately, there’s a new headline about the Prince of Wales. People are asking what happened to Prince William as if he’s suddenly transformed overnight. Honestly? In a way, he has.
The William we’re seeing in early 2026 isn’t the same guy who was cautiously navigating the background a few years ago. He’s 43 now. He’s got this silver-fox-adjacent energy and a much more "let's get to work" attitude.
But it hasn't been a smooth ride. Not even close.
Between a major house move, the ongoing frostiness with his brother, and a massive shift in how he handles his public image, things are getting intense. If you’ve been following the news, you know that 2024 and 2025 were brutal for the family. 2026 was supposed to be the "fresh start." But as it turns out, even a fresh start comes with a side of crisis management.
The Big Move and the "Cursed" Cottage
For a long time, William and Kate were hunkered down at Adelaide Cottage. It was supposed to be their peaceful retreat.
But rumors started swirling late last year that William felt the place was, well, "cursed." It’s a bit of a dramatic word for a royal, but when you consider the health scares both Kate and King Charles faced while living there, you can see why they wanted out.
By November 2025, they finally made the jump to Forest Lodge in Windsor Great Park. This is their "forever home." It’s bigger, more private, and frankly, a bit more fitting for a family that’s basically a monarchy-in-waiting.
Funny enough, the move came with a weirdly specific restriction. William is a huge fan of e-scooters. You might have seen the clips of him zooming around Windsor Castle on one. Well, Forest Lodge is inside Windsor Great Park, and the park has a strict ban on motorized transport—including his beloved scooters.
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He’s actually following the rules, though. A source recently told The Sun that he’s "more than happy" to ditch the wheels to keep the peace in his new neighborhood. It’s a small detail, sure, but it shows a guy who is trying to be a team player while his world gets a lot more complicated.
Why Everyone Is Talking About "Bulletproof Sunshine"
If you want to know what happened to Prince William’s public persona lately, look no further than a woman named Liza Ravenscroft.
Just this month—January 2026—news broke that William hired Ravenscroft to join his communications team at Kensington Palace. Why does this matter? Because her nickname in the PR world is "Bulletproof Sunshine."
She’s a heavy hitter from the global firm Edelman, and her specialty isn't just "writing press releases." It’s crisis management.
"It's often front-page stuff: from boycott campaigns to sexual allegations to serious safety issues... I'm all about human-led response." — Liza Ravenscroft’s LinkedIn profile.
The Palace is insisting she’s in a "non-crisis" role. But let’s be real. You don't hire a specialist in "geopolitical and ethical risks" unless you're bracing for impact.
There’s a lot of talk that this is a "shrewd move" to get ahead of the narrative. With Prince Harry returning to London this very week for his legal battle against ANL, the timing is... well, it’s not an accident. William is effectively building a "war room" at Kensington Palace. He’s tired of being on the defensive.
The Harry Problem (The Gap Is Growing)
Speaking of Harry, if you were hoping for a 2026 reunion, I've got some bad news.
The rift is still very much a canyon. While Harry is in London for his court dates this week, William and Kate have made sure they are anywhere else. Specifically, they’ve been spotted hundreds of miles away in Scotland.
They visited a hand-weaving studio called Radical Weavers and have been focusing on "We Are Farming Minds," a charity for farmers' mental health in Herefordshire.
It’s a deliberate strategy.
Royal expert Richard Fitzwilliams and others have pointed out that William is essentially "icing out" the Sussexes. He’s not engaging. He’s not commenting. He’s just... working. This "business as usual" approach is his way of saying that the monarchy moves forward with or without the California branch of the family.
Growing Power: The Royal Warrants
One of the most significant things that happened to Prince William recently is a literal shift in his legal power.
Starting in Spring 2026, William and Kate will officially become Grantors of Royal Warrants.
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This might sound like boring paperwork, but in the UK, it’s a massive deal. It means they can personally endorse businesses. If a company supplies the Prince of Wales with gear or services, they can display the Royal Arms on their products.
It’s the first time we’re seeing William take on the "CEO" role of the monarchy. He’s not just a figurehead anymore; he’s the guy signing the checks and picking the partners.
What This Means for the Monarchy’s Future:
- Focus on Britishness: He’s reportedly planning to showcase "the best of Britain" in at least one engagement every month.
- Modernizing the "Firm": He’s been vocal about wanting "change for good." He told Eugene Levy recently that he doesn't fear change—he embraces it.
- The George Factor: He’s already prepping Prince George for the same path, though they’re currently debating whether George will go to Eton or Marlborough College later this year.
The Weight of the Crown
We have to acknowledge the elephant in the room. King Charles is still the monarch, but William is doing the heavy lifting.
In 2025, William and Kate’s influence grew exponentially. While the King is still recovering and managing his own health journey, the public is looking to William for stability.
Recent polls show that William and Kate have surpassed almost everyone in popularity. About half of the UK thinks the monarchy is "good value for money" right now, and a huge part of that is because William is seen as the "steady hand."
He’s balancing being a dad to three kids—George (12), Charlotte (10), and Louis (7)—with being the face of a global institution. It’s a lot. And he’s doing it while facing fresh security scares (there was a trespasser at the palace twice recently) and the constant noise of the "Sussex drama."
What to Expect Next
So, what’s actually on the horizon for William?
First off, he’s probably headed to the United States. There are strong reports that he’ll be making a trip for the 2026 FIFA World Cup. He’s the President of the Football Association, and with the final happening at MetLife Stadium in New Jersey this July, expect him to be front and center.
He’s also expected to visit the US separately from the King to help "revitalize" trade relationships. It’s a very political-adjacent role for a royal, but William seems comfortable in that space.
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What happened to Prince William is that he grew up. He’s no longer the "young prince." He’s a man who has seen his family fractured, his father and wife fall ill, and his role change overnight. He’s responding by tightening his circle, hiring the best PR defense money can buy, and leaning into a very specific, very disciplined version of duty.
Key Takeaways for Royal Watchers
- Watch the PR: Liza Ravenscroft’s influence will start to show in how William responds to controversies. Expect fewer "leaks" and more controlled, direct messaging.
- The US Connection: Keep an eye on his 2026 travel schedule. His presence at the World Cup will be a major soft-power move.
- The "Greatest Britain" Campaign: Look for him to champion small, local businesses through the new Royal Warrants starting this spring.
The story isn't about a "hidden chapter" or a secret scandal. It’s about a man who is systematically preparing to be King while trying to keep his family’s head above water in a very messy 2026.
To stay updated on the specific dates for the upcoming Royal Warrant announcements or the confirmed World Cup itinerary, check the official Kensington Palace social channels or the Court Circular.