Amazon has acquired the rights to re-air Donald Trump’s popular reality TV show “The Apprentice”, a surprising move by the former president in light of his new improved relations with Amazon founder Jeff Bezos. The move follows mounting rumors of a détente between the two billionaires, who have openly battled in the past.
The reality television program, which premiered from 2004 to 2017, was instrumental in crafting Trump’s public image prior to his politicization. Re-emergence on Amazon’s streaming service has elicited split responses, some viewing it as a shrewd business gesture and others scrutinizing the timing given Trump’s continued political ambitions.
Trump and Bezos have been battling for years, with Trump often attacking “The Washington Post”, which is owned by Bezos, and decrying Amazon’s business tactics. But the re-airing of “The Apprentice” indicates perhaps a softening of hostilities, with insiders speculating on potential future deals.
With Amazon’s huge international market, “The Apprentice” may experience a return to popularity, especially among Trump’s base. Whether this represents a genuine backtracking on the part of Trump and Bezos or merely an expedient business arrangement is for the future to tell.
