After experiencing a series of financial setbacks in the early 1990s, New York real-estate developer Donald Trump changed his business strategy from borrowing to build and purchase assets, to licensing his name to others. Producer Mark Burnett approached Trump about a new television show. Although Trump was skeptical, stating that reality television "was for the bottom-feeders of society", Burnett proposed that Trump appear as himself, a successful businessman with a luxurious lifestyle.
After his non-disclosure agreement expired in 2024, Bill Pruitt, one of the four producers of the first two seasons of The Apprentice, revealed that Trump's appearances were heavily edited in post-production. On location, Pruitt noted, "he could barely put a sentence together about how a task would work" and often struggled to remember contestants' names. Post-production editing enhanced his dialogue, feeding him lines to make him appear "articulate and concise." Additionally, Trump's actual offices were too cramped and the furniture too shabby for a show meant to "demonstrate impeccable business instincts and unparalleled wealth." As a result, the production team rented vacant Trump Tower retail space from Trump and constructed the illusion of a luxurious reception area and boardroom.
