Prince William recently celebrated his 40th birthday this week but the Queen caused a stir with her birthday remarks, according to a royal expert.

The Mirror reported how the 96-year-old monarch is combining functions for the William and Kate Middleton – who also turned 40 in January – at Windsor Castle or Sandringham in the coming months.

On Tuesday, June 21, Buckingham Palace marked the big day by posting on all their official social media pages.

READ MORE: Kate Middleton makes broody confession as she tells a mum 'I love babies'

But one of the posts included a Twitter thread which was branded as a marketing exercise of William as a king-in-waiting.

Following the well wishes, the thread read: “As the second in line to the throne turns 40, learn more about His Royal Highness”.

It went on to share his key achievements such as being born, graduating from Sandhurst and becoming an air ambulance pilot.

Some claim that the tweets read as a "CV" or a LinkedIn profile.

Royal expert Daniela Elser wrote in her News.com.au column that Buckingham Palace is shifting into "hype man mode".

She said: "The whole thing was part CV, part LinkedIn profile and all social media love-in. Translation: This was Buckingham Palace shifting into hype man mode, a transparently more forceful attempt than we have seen before on his birthdays to really drive home the message that William is a future sovereign.

"Someone has clearly been reading all about brand strategy.

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"Again, this move carries with it the risk of upsetting the various competing egos that make up the Royal Family."

In other royal news, Prince Harry's upcoming memoir will "cause even more problems" with Prince William, according to a chilling prediction.

Astrologer Emili Adame has given an insight into the ongoing feud between the brothers and believes Harry's book will only make the matter worse.

The bombshell memoir is expected to ruffle feathers within the royal family after the father-of-two announced it will reflect on "the highs and lows."

The Duke of Sussex has also promised that the "intimate and heartfelt" tell-all will be “accurate and wholly truthful”.

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