Amazon Downplays 'Apprentice' Reboot Reports as Speculative Amid Reality TV Decline

Amazon has denied active development of a Donald Trump Jr.-hosted 'The Apprentice' reboot, calling reports 'purely speculative' after preliminary discussions since its 2022 MGM acquisition. A Wall Street Journal report sparked buzz about streaming it on Prime, but the company clarified it's not advancing, amid shares down 1.21%. Risks loom large with reality TV premieres down 33% since 2022 (1,193 to 794) and 15% in the past year, plus past Trump content flops like the $75M Melania documentary that grossed just $16.7M.