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A high-stakes television revival could be quietly taking shape inside Amazon, and it is already pulling the Trump family back into the spotlight. According to new reports, The Apprentice may be headed for a Prime Video reboot, with Donald Trump Jr emerging as a possible host and even drawing a cautious public nod from his father, US President Donald Trump.

Amazon Explores Return of a Cultural TV Powerhouse

The Wall Street Journal reported Wednesday that Amazon is considering reviving The Apprentice for its streaming platform Prime Video. The business reality series, once hosted by Donald Trump from 2004 to 2015, turned corporate competition into primetime drama and became a defining hit of its era.

According to the Journal, Amazon MGM Studios head Mike Hopkins “began talking about the reboot idea internally early last year, around the time Trump was being sworn in for his second term, according to some of the people familiar with the talks”.

Amazon confirmed that conversations are underway, but downplayed the certainty of any revival.

"not in active development"

"preliminary internal discussions about what’s next for The Apprentice"

Amazon added that any speculation about casting or format should not be taken as confirmed.

"Any reporting on details of the show or names of potential hosts would be purely speculative," Amazon said.

The company acquired MGM in 2022, bringing The Apprentice franchise under its control.

Donald Trump Jr in the Spotlight

On Thursday, The Hollywood Reporter cited a source close to Donald Trump Jr who said he only learned about discussions of a possible hosting role through media reports.

The idea of another Trump fronting the show has quickly fueled speculation about how closely Amazon may be aligning itself with the political dynasty behind the original series.

Trump’s Oval Office Reaction Adds Fuel

At a White House executive order signing event, President Donald Trump was directly asked about the reports involving his son.

"Well, I’ve been hearing it," Trump said. "So we’ll see what happens. He’s good. He’s a good guy. He’s probably good. He’s got a little charisma going."

The comments marked a restrained but notable public endorsement of the idea, even as no formal deal has been announced.

A Franchise Built on Power, Pressure and Ratings

The Apprentice became a global television phenomenon after launching in 2004. Contestants competed in high-pressure business challenges such as selling products and negotiating deals, all vying for a prize job within Trump’s business empire.

Each episode ended with Trump delivering his signature dismissal line: “You’re fired!”

The show’s success spawned multiple spin-offs in the United States and internationally. Trump remained host until 2015, when he left to pursue politics, though he stayed on as executive producer.

Arnold Schwarzenegger later took over in 2017 for The New Celebrity Apprentice, but exited after one season amid declining performance and political backlash.

"With Trump being involved in the show people have a bad taste and don’t want to participate as a spectator or as a sponsor or in any other way support the show," Schwarzenegger told Empire in 2017. "It’s a very divisive period now and I think this show got caught up in all that division."

Trump later fired back publicly at Schwarzenegger’s tenure.

"was fired by his bad (pathetic) ratings, not by me. Sad end to great show."

Amazon’s Past Trump-Linked Investment Scrutiny

Any potential reboot would come as Amazon faces renewed attention over its relationship with the Trump family. The company previously backed the documentary Melania, directed by Brett Ratner, paying $40 million for rights plus an unaired docuseries.

Amazon outbid Disney by $26 million for the project and spent another $35 million on marketing. The film ultimately grossed just $16 million at the box office, prompting questions about the company’s strategy and spending decisions tied to politically connected media projects.

Trump Previously Floated a Different Successor

Two years ago, Donald Trump revealed he had already considered a successor for The Apprentice, but not his eldest son.

"I said, ‘The best person to hire would be Ivanka Trump,’" Trump told Ramin Setoodeh, in an interview for his book Apprentice in Wonderland. "I didn’t press it. But I felt Ivanka would have been by far the best person you could hire."

As discussions around a reboot continue to circulate, the future of The Apprentice once again sits at the intersection of entertainment, politics, and corporate strategy, with Amazon now at the center of speculation.