Can I change iCloud ID

I originally created an Apple ID for use on the App Store in iTunes. When Apple introduced iCloud my Apple ID ended up being used.

I would like to separate these. I don't want to lose my app purchases (which I would like to share with family), so creating a new iCloud ID seems the best option. I can't find any method of changing. Is this possible?

I assume if I create a new iCloud ID it would need to resynch everything.