The Apprentice TV Poster Image

The Apprentice



Survivor for the business class.
Parents recommendPopular with kids

What parents need to know

Positive messages

The show underscores that it is necessary to be both competitive and cooperative to get ahead. It also teaches that money is everything.

Positive role models

Trump can be very harsh with the contestants. People often harshly criticize each other and are not always team players.

Not applicable

Some challenges involve slightly risque behavior (like posing in bed for a print ad).


Occasional use of the word "bitch."


A near-constant stream of product placement.

Drinking, drugs, & smoking
Not applicable

Parents Need to Know

Parents need to know that this show includes many product endorsements. Female contestants sometimes use "sex appeal" to boost sales or to get attention. Though there are no explicit references to sex, this show can sometimes reinforce negative stereotypes of females in the workplace. Some seasons of the series revolve around "celebrity" contestants like Stephen Baldwin and Gene Simmons -- who presumably participate to promote themselves and their projects, as well as to compete.

What's the story?

Working from the template established by The Real World and Survivor, THE APPRENTICE pits hungry young would-be executives against each other in a corporate competition to see who can outwit, out-market, and out-manage the others. Eighteen contestants are divided into two teams, both of which are assigned a business-related task in each episode by the show's smirking overlord, Donald Trump. Each week, a member from the losing team is sent home. Unlike Survivor, the competitors can only nominate three possible candidates for dismissal. The ultimate judgment lies in Trump's hands.

Is it any good?


The show retains the catty behavior and alliance-forming of its reality predecessors but replaces drunken hookups and obstacle courses with boasts of business savvy and the frequently demeaning job of selling something no one seems to want. It's so shamelessly capitalist that its endorsement of corporate culture can seem like indoctrination. This view has resonated with many viewers, perhaps because corporations have been either demonized or ignored by other shows. Generally, the most aggressive competitors lose. The contestants who last the longest are those who know when to be cooperative and when to be cutthroat. The show's main flaw is its failure to be critical of the possible long-term negative effects of corporate culture.

Parents should put the show's money-above-all-else world view into perspective by explaining that while many people strive for business success to support themselves and their families, there's more to life than money.

Families can talk about...

  • Families can talk about the show's promotion of corporate capitalism. While that topic is too big for any one show to address fully, this series is a useful starting point. Does it offer an accurate portrayal of corporate culture? Are participants with higher educations and more financial stability given an unfair advantage? Do the products featured on the show make you want to buy them? Families can also discuss how "real" reality TV is. Is it fair to assume that the contestants' actions are an accurate portrayal of who they really are? How do you think editing plays a role in telling their story?

TV details

Premiere date:January 8, 2004
Cast:Donald Trump, Jennifer Massey, Kelly Perdew
Genre:Reality TV
TV rating:TV-PG
Available on:DVD, Streaming

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What parents and kids say

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Kid, 12 years old April 9, 2008

Business Show Hit uses Language and has Horrible Message.

The Apprentice is fun. The scenes in the boardroom with Donald Trump are enticing and it's amusing to watch all of the contestants fight for their jobs. But language is heavy, more than the occasional 'bitch' that CommomSense warned about. They use the s***, a**, and d**n. The message is also horrible, teaching that money is everything, you need to compete for everything, and that backstabbing and being unkind get you ahead. Fun for adults and teens. Not for kids.
Kid, 11 years old April 2, 2012


I am only 11, but I love this show. (I am a bit wierd) It, apart from the odd episode, has zilch sexual content and swearing is rare. If swearing does occur, it is censored. A good programme. I don't want to be in the business industry, but I still find it very entertaining. However, be mindful of some of the conflicts between contestants.
What other families should know
Too much consumerism
Kid, 9 years old September 27, 2016

This review is for season one.

Not too much bad stuff. There's not too much bad language, in season one they do say "shut up" and they shush each other a couple of times. I don't know anything about other seasons.