On March 27, 2025, the latest episode of the BBC's The Apprentice captivated viewers with not only the usual business drama but also a surprising twist involving Lord Alan Sugar's humorous commentary and a notable firing.
This week, the eight remaining candidates faced the infamous TV Shopping Channel task, where they were challenged to sell a variety of products live on air. The stakes were high, and the pressure was palpable as the candidates struggled to impress both the audience and Lord Sugar.
During the episode, Max England, a former tennis player from Surrey, found himself in the hot seat after his team, Parallel, failed to meet expectations. They managed to generate £1,305.68 in sales, falling short of their competitors, Liam Snellin's team, Ascendency, which made £1,529.63. As a result, Max was ultimately fired by Lord Sugar, who expressed his disappointment in Max's performance.
In a pointed moment during the boardroom discussion, Lord Sugar remarked, "Max hasn’t impressed me very much. Max made quite a lot of mistakes, picking the wrong things, picking things that he liked… Max I’m going to hold you accountable and responsible for the failure of this task. It is regretful, but you’re fired." Max later reflected on his departure, stating, "I'm proud of my efforts on the task. I made the best decisions with the information I had at the time, and I can be proud of that." He added, "I would have loved for it [to stay in the competition], but, yeah, I can leave my head held high, and I left everything out there."
Meanwhile, viewers were treated to a unique addition to the episode: Lord Sugar was seen watching the live sales from his mansion alongside his grandson, Joe. His commentary on the candidates’ mixed attempts to sell products prompted a flurry of reactions on social media, with many fans joking that he was auditioning for the Channel 4 show Gogglebox.
Comments flooded in on X (formerly Twitter), with one user stating, "The Gogglebox element this week was inspired;" while another quipped, "Love to see the planning meeting when someone thought of merging Gogglebox and The Apprentice;" and a third chimed in, "Lord Sugar watching the Shopping Channel live is giving Gogglebox." The lighthearted banter added an unexpected layer of entertainment to the episode, showcasing Lord Sugar's personality beyond his role as a stern business mogul.
In addition to the firing and the shopping task, Lord Sugar made headlines for a joke he delivered during the boardroom meeting. Referring to Prince Andrew's infamous claim about his inability to sweat due to an "overdose of adrenaline" from the Falklands War, he quipped, "Half an hour of that would even get Prince Andrew to sweat." This comment sparked laughter in the boardroom and disbelief among viewers, with many taking to social media to express their astonishment at his boldness. One viewer remarked, "Did he just make that joke on the BBC?" while another added, "Careful, Sugar, or you’ll be handing those titles back… #TheApprentice."
As the episode unfolded, viewers were left guessing who would be eliminated next, particularly with Dean Franklin's performance under scrutiny. Many had anticipated his exit, but in a surprising turn of events, Lord Sugar chose to save him, leaving the audience to wonder about the criteria behind his decisions.
The TV Shopping Channel task is a fan favorite, often bringing out the creativity and salesmanship of the contestants. However, it also highlights the challenges they face in a competitive environment. This week, candidates attempted to sell products ranging from air fryers to kayaks, with varying degrees of success. The awkward moments and missteps were cringeworthy yet entertaining, making for a compelling viewing experience.
As the series progresses, the tension mounts, and the stakes become higher for the remaining contestants. With each episode, viewers are treated to a blend of business acumen, personal dynamics, and unexpected humor, all of which keep them coming back for more.
The Apprentice continues to air on BBC One, and with each episode, it proves that the journey to becoming Lord Sugar's next business partner is anything but predictable.
