Full Breakdown
Amazon Explores ‘The Apprentice’ Reboot with Donald Trump Jr. as Potential Host
4/30/2026, 8:09:00 AM
Core Development Plans
Amazon MGM Studios is in early internal discussions about reviving “The Apprentice” for Prime Video. The project is not yet in active development, and no host has been formally selected.
Background & Context
“The Apprentice” aired on NBC from 2004-2015 (some sources extend to 2017) with Donald Trump hosting 186 episodes, earning nine Emmy nominations and spawning spinoffs such as “Celebrity Apprentice.” The series helped raise Trump’s public profile. Amazon acquired MGM’s film and TV assets in 2022, gaining control of the show’s back catalog. Since the acquisition, executives have revisited the property, especially after the 2025 release of the “Melania” documentary, which Amazon bought for $40 million and marketed with a $35 million campaign.
Key Figures & Groups
- Donald Trump Jr. – Eldest son of former President Donald Trump, floated as potential host.
- Mike Hopkins – Head of Amazon MGM Studios, identified as spearheading internal talks.
- Donald Trump – Original host; in 2024 told Variety he would have preferred his daughter Ivanka to succeed him.
- Mark Burnett – Original executive producer of “The Apprentice.”
- NBCUniversal – Former broadcaster that ended its relationship with Trump in 2015 over his remarks about immigrants.
Data & Statistics
Trump’s 2024 financial disclosures show the franchise generates six-figure royalties annually, ranging from $100,000 to $1,000,000. The “Melania” documentary opened to $7.2 million domestically, setting a ten-year record for non-fiction openings and grossing $16.6 million overall.
Official Statements & Responses
Amazon’s spokesperson confirmed that “preliminary internal discussions” have taken place since the MGM acquisition, but emphasized that the reboot is not in active development and any speculation about hosts is premature. The White House declined to comment on the potential reboot. NBC’s 2015 statement cited “derogatory statements” about immigrants as the reason for ending its partnership with Trump.
Criticism & Opposition
Critics note the timing of the reboot discussion aligns with Trump’s second presidential term, raising concerns about Amazon courting the president’s political base. NBC’s earlier severance underscores longstanding controversy surrounding Trump’s public remarks and their impact on business relationships.
Conflicting Reports & Gaps
All sources agree the project is in early internal talks, yet some report that Amazon has not yet approached the Trump family, while others suggest “preliminary internal discussions” may include potential outreach. No definitive timeline or green-light decision has been disclosed.
Verbatim Quotes
- “Since our acquisition of MGM, we have had preliminary internal discussions about what’s next for ‘The Apprentice’ as a property.’” — Amazon spokesperson, *Wall Street Journal*
- “Amazon’s deliberations about rebooting the TV show—and potentially casting Trump’s son in the starring role—is the latest example of how it has sought programming that would appeal to the president and his base of conservative supporters,” — *RawStory* report
- “I didn’t press it. But I felt Ivanka would have been by far the best person you could hire.” — Donald Trump, 2024 interview with Variety’s co-editor-in-chief Ramin Setoodeh
- “Due to the recent derogatory statements by Donald Trump regarding immigrants, NBCUniversal is ending its business relationship with Mr. Trump,” — NBC statement, 2015
What’s Next
Amazon has not set a production schedule. The company may revisit the concept as part of its broader strategy to expand original programming on Prime Video, while monitoring public and political reactions to any potential partnership with the Trump family.
