Amazon is reportedly considering a reboot of the reality show The Apprentice for its Prime Video service, with Donald Trump Jr floated as a potential host. The Wall Street Journal reported on Wednesday that Amazon MGM Studios head Mike Hopkins initiated internal discussions about the reboot early last year, around the time his father, US President Donald Trump, was sworn in for a second term.
Amazon has not confirmed the reboot but acknowledged that preliminary talks about the show's future have taken place since it acquired MGM and the Apprentice franchise in 2022. A company spokesperson described any details about the show or potential hosts as "purely speculative".
The Hollywood Reporter cited a source close to Trump Jr who said he learned about the possibility from the media. When asked about the reports at an Oval Office event, President Trump gave a muted endorsement: "He's good. He's a good guy. He's probably good. He's got a little charisma going."
If the reboot proceeds, it would mark a further move by Amazon to strengthen ties with the Trump family. The company previously paid $40m for rights to Melania, a documentary about First Lady Melania Trump, and spent an additional $35m on marketing—a film that grossed only $16m at the box office.
Originally hosted by Donald Trump from 2004 to 2015, The Apprentice featured contestants competing in business tasks for a job in his empire. Trump left to run for office, and Arnold Schwarzenegger briefly hosted a spin-off before departing amid criticism from Trump. In 2022, Trump said he had favoured his daughter Ivanka to succeed him as host.
