Amazon executive Jenn Levy has finally clarified the status of a potential reboot of The Apprentice following widespread reports linking Donald Trump Jr. to the project.

Speaking at Deadline’s Reality TV Summit on May 1, 2026, Levy, Amazon’s Head of Unscripted and Documentary Television, confirmed that The Apprentice reboot “is not in active development” at Prime Video currently. Her brief but to-the-point comment sought to temper expectations after a Wall Street Journal report earlier in the week detailed internal discussions at the company about resurrecting the long-running reality franchise.

According to that Journal report, Amazon executives have been informally exploring the possibility of bringing back the series with Donald Trump Jr. serving as host. The revelation appeared to catch even the prospective host by surprise, with Trump Jr. acknowledging he learned of the discussions through media coverage rather than from Amazon directly, as per reports.

President Donald Trump addressed the matter during a Thursday press conference. Asked whether he would support his son taking over the franchise he anchored for over a decade, Trump responded favorably. “He’d be probably good. He’s got a little charisma going. You need a little charisma for that sucker,” he said, before adding a noncommittal “we’ll see.”

An Amazon spokesperson had already pushed back on the specifics of the Journal’s reporting before Levy’s recent one. “Since our acquisition of MGM, we have had preliminary internal discussions about what’s next for The Apprentice as a property,” the spokesperson shared with Deadline earlier. “The show is not in active development, and any reporting on details of the show or names of potential hosts would be purely speculative,” they added.

Amazon gained ownership of The Apprentice catalog through its 2022 acquisition of MGM. The original series aired on NBC in 2004, making the “You’re fired” catchphrase part of American pop culture.