Amazon is considering a reboot of the reality show The Apprentice for Prime Video, according to a report from The Wall Street Journal, with internal discussions confirmed but not in active development.
The Wall Street Journal reported that Amazon MGM Studios head Mike Hopkins initiated internal conversations about reviving the series early last year, around the time Donald Trump was inaugurated for his second presidential term. Amazon acknowledged that preliminary discussions have taken place but stressed that the project is not in active development, with a spokesperson calling any speculation about specific plans or hosts 'purely speculative.' Meanwhile, a source close to Donald Trump Jr. told The Hollywood Reporter that the president’s eldest son learned of his potential hosting role through media reports, not from direct contact with Amazon. President Trump later addressed the rumors, offering a muted endorsement: 'Well, I’ve been hearing it. So we’ll see what happens. He’s good. He’s a good guy. He’s probably good. He’s got a little charisma going.' The remarks added fuel to the speculation.
Well, I’ve been hearing it. So we’ll see what happens. He’s good. He’s a good guy. He’s probably good. He’s got a little charisma going.
The Wall Street Journal recounted that Trump hosted The Apprentice from its 2004 premiere on NBC, and he continued in the role until 2015, when he left to mount his first presidential campaign. Despite leaving the host chair, Trump remained on board as an executive producer, maintaining his association with the brand. NBC attempted a reboot in 2017 with Arnold Schwarzenegger hosting The New Celebrity Apprentice, but the show struggled with ratings and was canceled after a single season.
The Journal’s report also highlighted Amazon’s significant financial commitment to a Melania Trump documentary, noting that the company paid $40 million for the rights and invested an additional $35 million in marketing, bringing the total to $75 million. The film grossed a comparatively small $16 million at the box office, the Journal reported, leading to questions about the rationale behind the investment. The documentary’s underperformance has also sparked mockery online. The substantial spending has fueled speculation that Amazon is seeking to strengthen its relationship with the Trump administration, particularly as the tech giant faces regulatory scrutiny. Amazon has not publicly addressed these claims, and a timeline for any potential Apprentice reboot remains unclear.
not in active development
preliminary internal discussions about what’s next for The Apprentice
Any reporting on details of the show or names of potential hosts would be purely speculative.