The Apprentice's 20th Season Faces Backlash Over Love Island Comparisons
This year marks a significant milestone for The Apprentice, as the business reality show celebrates its 20th season. In an effort to revitalise the format, Lord Sugar has introduced more candidates than ever before and sent them abroad for their inaugural task. However, these changes have not resonated with loyal viewers, who have expressed disappointment, drawing unflattering comparisons to the dating show Love Island.
Gen Z Contestants and Influencer Culture Take Centre Stage
The latest series features a predominantly young cast, with most contestants in their twenties. Recruitment consultant and social media influencer Pascha Myhill, aged just 21 during filming, stands as the youngest candidate. She commands an audience of 28,000 followers on TikTok, but she is not the only digital creator vying for Lord Sugar's investment. Skincare entrepreneur Karishma Vijay, 28, boasts an even larger following, with nearly 500,000 social media fans.
This shift towards influencer contestants has sparked criticism, with many viewers arguing the show has lost its professional edge. One disgruntled fan tweeted, "I hate that this show has turned into love island influencer central." The comparison has been a point of contention, notably for Marnie Swindells, the 2023 winner, who defended the new generation of businesspeople.
Marnie Swindells hit back at critics, stating, "I'm so bored of hearing The Apprentice/Love Island comparison. Since when did those two things become mutually exclusive? You can be hot, sexy, attractive, care about how you look and be an incredible businesswoman or man!" She emphasised that social media presence and appearance are now integral tools in modern business.
Wardrobe Choices and Professionalism Under Scrutiny
Contestants' attire has become a focal point of viewer criticism, with many deeming outfits such as crop tops, mini skirts, and skintight jumpsuits as "unprofessional." One outraged viewer commented on social media that candidates needed to "put some clothes on," adding they looked like they were "auditioning for Love Island." Specific examples include Karishma Vijay's crop top ensemble and Pascha Myhill's tight one-shouldered jumpsuit.
Even loungewear business owner Carrington Saunders faced scrutiny for wearing a mini dress on the show. The issue of appearance extended to the iconic Interviews episode, where Pascha was advised to be mindful of her online images after it was revealed she used a photo of herself in a corset, hanging out of a car, as her LinkedIn profile picture.
Advisers and Format Changes Add to the Controversy
The show's trusted advisers have also attracted attention. Karren Brady, a fixture since 2010, has been described by fans as looking like "a completely different person" due to her slimmed-down figure. Some viewers have accused her of using filters or editing photos, noting discrepancies between her social media posts and on-screen appearance.
Furthermore, the experts brought in for tasks have targeted a younger demographic. Love Island's Zara McDermott was drafted to advise on social media campaigns, while TV personality Big Zuu appeared as a bottled water entrepreneur. These additions have reinforced comparisons to reality dating shows.
In a notable departure from tradition, the BBC has axed big-budget treats for winning teams this season. Previously, contestants enjoyed rewards like spa trips and helicopter rides, but a source explained producers wanted to focus more on fiery boardroom debates. This change, however, has failed to captivate audiences, with only 3.1 million viewers tuning into the first episode of season 20, compared to an average of 8.8 million during the show's peak.
Lord Sugar Defends the Show's Relevance and Future
Despite the backlash, Lord Sugar, 79, has staunchly defended the programme's relevance. In an interview with Radio Times, he reflected on two decades of The Apprentice, stating, "Every single year I get a new generation of youngsters, 13- or 15-year-olds, tuning in." He acknowledged that older viewers might criticise the show, but emphasised its role in fostering business awareness among young people.
Regarding the future, Lord Sugar confirmed an agreement for another three years, though he humorously noted, "I guess there'll come a time when either I'm a bit knackered or viewers are phoning in and complaining that I'm like Joe Biden and losing the plot." He expressed his continued passion for the show, highlighting its focus on starting businesses from scratch with young entrepreneurs.
As The Apprentice navigates its third decade, the balance between innovation and tradition remains a key challenge, with viewer reactions underscoring the evolving landscape of reality television and business entertainment.
