Amazon executive confirms that The Apprentice reboot with Donald Trump Jr. is not in active development at Prime Video.
’s Reality TV Summit on May 1, 2026, Levy, Amazon’s Head of Unscripted and Documentary Television, confirmed that The Apprentice reboot “is not in active development” at Prime Video currently.
Her brief but to-the-point comment sought to temper expectations after a, Amazon executives have been informally exploring the possibility of bringing back the series with Donald Trump Jr. serving as host. The revelation appeared to catch even the prospective host by surprise, with Trump Jr. acknowledging he learned of the discussions through media coverage rather than from Amazon directly, as per reports.taking over the franchise he anchored for over a decade, Trump responded favorably.
“He’d be probably good. He’s got a little charisma going. You need a little charisma for that sucker,” he said, before adding a noncommittal “we’ll see. ” An Amazon spokesperson had already pushed back on the specifics of the Journal’s reporting before Levy’s recent one.
“Since our acquisition of MGM, we have had preliminary internal discussions about what’s next for The Apprentice as a property,” the spokesperson shared with Deadline earlier. “The show is not in active development, and any reporting on details of the show or names of potential hosts would be purely speculative,” they added. Amazon gained ownership of The Apprentice catalog through its 2022 acquisition of MGM.
The original series aired on NBC in 2004, making the “You’re fired” catchphrase part of American pop culture. Devanshi Basu is an Entertainment and Pop Culture Writer at Evolve Media, where she channels her love for cinema, internet culture, and all things trending into sharp, engaging stories. Whether she’s unpacking celebrity buzz or decoding the latest film happenings, she brings a deep understanding of digital culture to every piece.
When she’s not writing, she’s probably buried crafting stories behind the camera. One of Focus Features’ 2023 divisive comedy movies has finally found a new streaming home on Peacock.
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