Amazon may be looking to bring back the show that helped launch Donald Trump into a household name—and this time, the spotlight could shift to the next generation.
According to a new report from The Wall Street Journal, Amazon MGM Studios has held early internal discussions about rebooting The Apprentice, the hit reality series that turned Trump from a real estate mogul into a television powerhouse. The twist? Executives have floated Donald Trump Jr. as a potential host.
The idea reportedly began circulating around the time President Trump started his second term, as media companies recalibrated to a political landscape where Trump once again dominates headlines—and public interest.
While no formal offer has been made and the Trump family has not been contacted, the possibility alone signals how valuable the Apprentice brand remains nearly two decades after its debut.
An Amazon spokesperson confirmed that nothing is officially in development:
“Since our acquisition of MGM, we have had preliminary internal discussions about what’s next for ‘The Apprentice’ as a property,” the spokesman said.
Still, the timing raises eyebrows.
Amazon MGM only recently reacquired all fourteen seasons of The Apprentice through its 2022 purchase of MGM, and the company began re-releasing original episodes on its streaming platform last year. Some sources told The Journal that the move was driven, in part, by renewed demand following Trump’s 2024 election victory.
The streaming giant has also shown increasing interest in Trump-adjacent content. It reportedly poured $75 million into a documentary about First Lady Melania Trump—titled Melania—and secured distribution rights during the same period these reboot discussions were taking shape.
Behind the scenes, Amazon Studios chief Mike Hopkins is said to be pushing for programming that reaches broader and often overlooked audiences. That effort has included exploring faith-based content and even a previously scrapped idea for a documentary on Trump’s first inauguration.
Now, a reboot of The Apprentice—once a cultural juggernaut famous for the phrase “You’re fired”—could fit squarely into that strategy.
And if the torch is passed to Donald Trump Jr., it would mark a notable shift: from the man who built the brand to the son who has become a prominent political voice in his own right.
For now, the boardroom doors remain closed. But the conversation alone suggests something bigger—Trump-era media isn’t fading. It may just be getting a second act.
