A customer wanted to rotate the map so that the roads were parrallel with the edges of the screen. A simple enough request that I've never actually had to do for a map output.
It looks like it is incredibly easy to do in ArcGIS 10.x as per this ESRI Geonet discussion.
Toolbars and activate
Data Frame Tools
This tool box appears. Use the first button to rotate the Data Frame. Your North Arrow should automatically rotate along with the layout.
We do this all the time in web or 3D viewers like Google Maps/Earth but it's not a common request in cartographic map output, as people normally expect the north arrow pointing to the top of the page.