Apple co-founder Steve Wozniak is to take a break from phones to big up sleep specialists Mattress Firm by delivering a live keynote address singing the praises of its mattresses.

Seeking to drag the humble mattress into the 21st century the industry veteran has devised a technology-centred approach to challenge head-on a raft of upstart rivals including the likes of Casper, Lessa and Eve which have cornered the burgeoning ‘mattress in a box’ market.

Sicily Dickenson, Mattress Firm’s chief marketing officer remarked: “The average American isn’t lining up outside a mattress retail store waiting for the latest breakthrough…