The Apprentice first episode review: 'It made me laugh out loud'

31 January 2024 , 00:01

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The Apprentice hopeful Ollie realises he's forgotten something in the kitchen (Image: Fremantlemedia Limited)

A series of The Apprentice always has basically the same opening episode.

Suited men and women walk by high-rise buildings, check. Soundbites about being “the best candidate in the universe” or “a millionaire in the making”, check. Then fast forward 20 minutes and at least 50% turn out to be clueless in a simple task, but blame each other.

The Apprentice is in the business of being entertaining and funny. Millions watch on that basis, rather than with a pen and paper trying to pick up business tips. This year we have the hilarious spectacle of business gurus unable to tell an oven from a microwave. And two men reportedly in the pie businesses can’t serve up an edible sausage and mash.

The Apprentice Series 18 is about to get underway (BBC/Naked)

All these early failures must give Lord Sugar food for thought as he prepares to bin off the losers. He must be glad he no longer has to give a job to any of the 18 hopefuls as in previous series, instead investing in the best business plan the finalists come up with.

In a show that mixes business with pantomime-style jokes, I could say to Lord Sugar that the programme’s best days are “behind you”. But the opening episode still made me laugh out loud a fair few times. And I have no doubt the series will continue at least until its 20th anniversary in 2025.

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It would take a brave BBC executive to raise his finger and fire Lord Sugar before that milestone.

The Apprentice starts tomorrow on BBC One and iPlayer.

Mark Jefferies