Observed Signal · May 1, 2026 · Content Development · Source: Cord Cutters News · Impact: 2/5 · Sentiment: Neutral
Amazon Considers Rebooting The Apprentice with Trump Jr.
Amazon is reportedly weighing a potential reboot of the reality series The Apprentice after acquiring MGM, which owns the franchise rights. Internal conversations at Amazon have explored bringing the show to Prime Video with Donald Trump Jr. as host, though the company says the show is not in active development and any reports about casting are speculative. President Donald Trump briefly commented in support of his son. The original Apprentice ran from 2004–2015, is currently streaming on Amazon Prime, and the franchise has been largely dormant since Trump left the series. No formal greenlight, production timeline, or external production discussions have been confirmed.
Amazon exploring use of acquired MGM IP for Prime Video content could affect streaming content slate and CTV inventory, but discussions are preliminary with no greenlight, so industry impact is limited.
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Key Takeaways & Evidence Grounding
- Amazon has held internal discussions about reviving The Apprentice after acquiring MGM, which owns the franchise rights.
- Reports indicate Donald Trump Jr. has been considered as a potential host for a Prime Video reboot.
- An Amazon spokesperson said the show is not in active development and that reports about specific plans or casting are speculative.
- President Donald Trump publicly commented that he had heard the reports and offered a brief endorsement of his son.
- The original The Apprentice aired from 2004 to 2015 and is currently streaming on Amazon Prime.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Amazon's Studio Targets Conservative Viewers
A DWDL.de column reports that Amazon's Prime Video / Amazon MGM Studios, led by Mike Hopkins, has been seeking programming that appeals to conservative audiences. The Wall Street Journal reported internal discussions about rebooting The Apprentice with Donald Trump Jr. as host, but Amazon said the show is not actively in development and no host has been chosen. Since acquiring MGM in 2022 Amazon has made earlier Apprentice seasons available on Prime Video and financed the $40M 'Melania' documentary. The piece also notes Hopkins' push for religiously themed content (a partnership with Wonder Project) and recent leadership changes including former Netflix executive Peter Friedlander as Head of Global TV, under whom several series greenlights were announced. Amazon Ads chief Alan Moss expressed optimism about the upcoming Upfront season.
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Amazon unveils new Alexa tablets with AI and Google Play
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