More than two decades after its debut, Donald Trump’s reality show, “The Apprentice,” is back in the spotlight. Amazon announced Monday that the first seven seasons of the show are now available on its Prime Video streaming service, renewing attention on the program that helped shape his public persona. For many, the show’s return provides a nostalgic look at Trump’s pre-political career; for others, an opportunity to revisit a formative moment.
The move is the most recent instance of Amazon and Executive Chairman Jeff Bezos’ ventures into the Trump family’s media sphere. Amazon previously acquired the rights to a documentary on former First Lady Melania Trump, slated for theatrical release and streaming later this year. Additionally, Amazon contributed $1 million to Trump’s inauguration fund and streamed the event on Prime Video, representing an in-kind donation also valued at $1 million, according to the Associated Press.
Interest in Trump remains remarkably high, with over 77 million people casting their votes for him in the November election. Many of his supporters, including those too young to have watched “The Apprentice” during its original run on NBC may find a new way to engage.
“Clearly one can have the theory that this is Bezos putting out another bit of Trump propaganda,” said Robert Thompson, professor of television and director of the Bleier Center for Television and Popular Culture at Syracuse University. “But there are a lot of reasons for putting the show out there. It stars the most famous person on planet Earth.”
Amazon initiated the release with the first season Monday, planning to unveil a new season each week for U.S. viewers. Trump himself acknowledged the rollout, stating he was “looking forward to watching this show myself” and that the experience “was a learning experience for all of us!”
Key Moments and Controversy
The original iteration of “The Apprentice” aired on NBC from 2004 to 2010, quickly becoming a sensation. Each week, contestants competed in business-themed challenges for a chance to work for Trump. The show propelled Trump as a business mogul, offering the public a glimpse into his business acumen.
“What if … you could have it all?” the series asked.
“The Apprentice” provided a massive American audience to Trump, the high-rolling New York real estate magnate who had previously faced business setbacks. On the show, Trump was depicted as a larger-than-life boardroom boss, delivering the now-famous catchphrase, “You’re fired.” When the show’s popularity waned, it was revamped in 2008 as “The Celebrity Apprentice.”
During its first season, “The Apprentice” attracted 20.7 million viewers over eight episodes—its most-watched season. The show cemented Trump’s fascination with crowd sizes and ratings. “It’s all about one thing: ratings,” Trump reportedly told journalist Ramin Setoodeh for his book “Apprentice in Wonderland.”
Behind the Scenes
“The Apprentice” was executive produced by Trump and reality TV producer Mark Burnett. Burnett, the creator of “Survivor,” was looking for a new show. The idea for ‘The Apprentice’ came straight from my brain while I was in the Amazon shooting ‘Survivor 6,’” Burnett told The Times in 2004. When Trump married Melania Knauss in 2005, one of Burnett’s sons was the ring bearer.
The show’s success was crucial for NBC, which was trying to capitalize on the reality TV boom following the success of “Survivor” on CBS and “American Idol” on Fox. NBC was also looking to replace the hit sitcom “Friends.”
In the wake of the infamous “Access Hollywood” video leak, in which Trump made controversial comments, questions arose regarding the existence of potentially damaging behind-the-scenes footage from “The Apprentice.” Former “Apprentice” producer Bill Pruitt claimed that “there are far worse” Trump comments caught on tape, which led critics to call for the release of the outtakes. Former employees were reminded that violating their nondisclosure agreements would result in financial penalties.
Burnett exited Amazon in 2022. Prior to Prime Video, seasons of “The Apprentice” appeared on streaming service Tubi through a deal signed in 2019. Rupert Murdoch’s Fox Corp. bought Tubi the next year for $440 million.
