What’s more, Burnett continued, “the charismatic onscreen presence of President Donald J. Trump made it a bona fide hit.” The president also contributed to the press release, stating that the “learning experience” of “The Apprentice”produced “such great memories, and so much fun.”

The streamer has made no secret of its working relationship with Trump’s White House. Earlier this year, for instance, Prime Video announced that it will produce a documentary about first lady Melania Trump from director Brett Ratner (who, it should be noted, has barely worked in Hollywood since allegations of sexual harassment and assault came out against him in 2017; the Melania doc is his first major directing project since). Now, the company’s acquisition of “The Apprentice” — not to mention a higher profile rollout than most 20-year-old reality shows would get — only further underlines how willing the company is to make room for the Trumps on Prime Video.

Notably, “The Apprentice” had only been available to stream since 2021, when Tubi made a deal with MGM for the rights. ButBurnett also stated in the press release that putting the series on Prime Video should earn it “an entirely new, massive audience,” citing the streaming spike “Survivor” has been enjoying recently as evidence of the 25-year-old show converting new fans since the pandemic.However, that goal might prove a bit more difficult for “The Apprentice” to achieve.

For one, those people who may have stumbled into “Survivor” fandom in 2020 (which unfortunately doesinclude yours truly) probably aren’t half as desperate for day-to-day entertainment as we were when we literally couldn’t leave the house. For another, Trump’s succinct catchphrase of “you’re fired!”, once a pithy punch line, might read very differently to an audience now living through the age of DOGE.

For Trump’s fans and followers, access to “The Apprentice”means access to the president’s perhaps purest self, i.e. the TV businessman who turned being on TV into his entire business. For his detractors … well, it might actually serve the same function.

Trump wouldn’t be where he is without the platform and cultural prominence “The Apprentice”once provided him. Being able to see how it all unfolded in the first place is, at the very least, an extremely educational crash course on how TV can hone a persona that has immense power both onscreen and off.