Amazon is once again circling a familiar name from early 2000s television but this time, the boardroom drama might look quite different.
According to a report by The Wall Street Journal published late Wednesday, Amazon is exploring the idea of reviving the reality competition show ‘The Apprentice’ for its Prime Video platform. The twist, as the report suggests, is that Donald Trump would not be the face of the reboot. Instead, his son, Donald Trump Jr., could potentially take over the hosting role if the project moves forward.
Amazon, however, is not calling it a done deal. The company refused to confirm any active production plans and pushed back on the idea that the show is already moving ahead.
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An Amazon spokesperson told Variety that after the company’s acquisition of MGM, internal conversations did take place about the future of ‘The Apprentice’ as an intellectual property, but nothing has gone beyond early discussion.
The spokesperson added that the show is “not in active development” and warned that any reports about specific hosts or production details are purely speculative.
Internal talks, but no official green light yet
The Wall Street Journal report claims that Amazon MGM Studios head Mike Hopkins and other senior executives were among those who quietly discussed the idea of bringing back ‘The Apprentice’. These conversations, according to people familiar with them, began internally early last year.
The timing is notable. The report suggests the discussions started around the period when Donald Trump was being sworn in for a second presidential term. But even with that backdrop, there has been no official announcement, no production start, and no confirmed creative direction.
From Trump’s boardroom to reality TV history
‘The Apprentice’ originally launched in 2004 and quickly became pop culture fixture. The format was simple. Group of contestants competed in business-themed challenges designed to test leadership, strategy, and decision-making.
Each episode ended with one contestant being eliminated. Donald Trump, who hosted the show for its entire original run, would decide who was out. The moment became widely known for his catchphrase “You’re fired,” delivered as contestants left the boardroom.
The winner of each season earned a mentorship opportunity with Trump, who was presented on the show as a powerful business figure. Over time, the show developed reputation built around corporate competition, tension-filled boardroom meetings, dramatic eliminations.
The show ran for 186 episodes between 2004 and 2015. During that period, it was nominated for nine Emmy Awards.
Amazon’s past Trump-related projects and timing
If the reboot moves ahead, it would add to Amazon’s recent history of projects linked to the Trump family. Earlier in 2024, Amazon released a documentary titled ‘Melania’, focused on First Lady Melania Trump.
The film came out in the weeks leading up to her husband’s second presidential inauguration. Directed by Brett Ratner, the documentary received harsh reviews from critics. Despite the criticism, it still managed to perform strongly in its category, setting a record for the biggest opening in the last decade for a non-fiction feature. It earned around $7 million domestically during its debut.
The timing of that release, combined with the current discussions around ‘The Apprentice’, suggests Amazon has shown continued interest in content connected to the Trump family name, even as the projects vary widely in format and reception.