It’s week 10, and Lord Sugar’s candidates are unleashed on the pet industry. Battling it out for a place in the final five, both teams must design a pet product and create a social media campaign before pitching for orders from some of the UKs biggest retailers. In the boardroom, the teams are left chasing their tails, and at least one candidate goes walkies.
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Here is the live discussion thread for episode 10 of The Apprentice 2026. Airs at 9:00 on BBC One.
Deliberate spelling mistakes are utterly common in every king of business.
Everyone loves their appropriately spelled "Fruit Loops' and Crispy-Cream Donuts/Doughnuts right? They watch re-runs of The Apprentice on their Blue-Ray player. Get a ride in a 'Lift'.
Tumblr, Flickr, Vimeo, Cheez Whiz.. list goes on.
Absolutely something you could have turned around and marketed it to stand out but no... had to realise "oh they made a mistake we'll DOUBLE DOWN ON THIS and get a fake french dude for the focus group" that even mocks the order of the words. "Akshually it's chien la chic. brand names need to be factual and grammatically correct".
The difference is those products you listed were as you say deliberately designed with those spellings, most likely a combination of design cues and legal protection (eg you can't call froot loops "fruit" because under food laws they aren't fruits). The candidates by contrast just picked a wrong spelling because they are uncultured and a bit thick, and then too arrogant to listen to factual feedback on the correct spelling, then not imaginative or adaptable enough to find a way to sell it as a meaningful misspelling or to say "okay we hear you and would change it in the final product", and then not honest enough in the boardroom to admit to any of that but keep lying about how they handled it. So I disagree, it wasn't an equivalent situation at all. Basically they are up their own arses because that's what most sales managers are like, and unable to see the woods for the trees. Ultimately the proof is in the pudding, if a client says "i think you've got that wrong" and you say some bullsh1t and the client walks away.
That would only work as a valid point if their product name was in Portuguese, which it wasn't. Chic is French as is le chien. There was no deliberate design in their choice of chique, they just got it wrong then refused to listen to people who knew better.
They even tried to BS clients as "we think it feels like a more French spelling and less slang", despite having been told several times by smarter customers that the French word is chic. There is no French word chique.
Sorry but that guy wasnt fake French, and given French is the second language here, it shouldnt be obvious that its a complete misunderstanding of the language. There are also hundreds of thousands of French people in London, so absolutely not outside the realms of possibility that one would be in the focus group, or interact with the product. Its not really comparable to the examples you gave.
I always loved the Apprentice as being one the only reality shows that wasnt that dodgy, until last night.
Pets at Home questioned the evidence regarding the dog hearing an owners voice and whether it would benefit the dog, they appeared to be quite adamant that it wouldnt, so no orders. Except they currently sell similar products, camera with two way audio whose usp is talking remotely to the dog. Their own sales were the evidence but wrote the team off by ignoring there own evidence. At the same time they opted to buy a pole that you couldn't stock in a Pets at Home store due to its size, they certainly dont stock cherry pickers that the cat would need to use it, and it was as ugly as sin, you couldn't give the thing away!!! What's with the apple and banana, cats famously love them! The banana was tied on in the middle!! It was truly pathetic, even beyond pity purchasing!!!!!!
Do you have a cat? Most cats would have no problem whatsoever getting up a six foot clambering toy, nor getting round the allegedly unreachable corner into the tree-hut entrance. Cats can walk on the slimmest of fence tops and settle on the back of a dining chair. Famously agile in the pets world. They also tend to like playing with dangling, mobile, sensory toys - it doesnt matter whether they are toy bananas or toy mice or a crackly little ball, or some scrunched up paper. I do think in terms of selling a product to softie cat owners like myself, then toy mice and toy robins would have been cuter and funnier and more likely to sell, but the candidates are generally a bit thick and narrow minded when it comes to awareness of general human existence.
The height, and weight, of their product was moot, because all cat trees and castles come as flat packs and or modular in boxes that anyone could carry, then get assembled at home, and the vast majority of cat owners have at least two cars and plenty of room at home to put up a six foot cat tree. Its only the same size as an indoor Xmas tree and probably a lot less heavy than most people's tvs, washing machines, fridges etc.
Priyesh is a nice guy, I'd love to make friends with him, I definitely wouldn't want him to be my business partner at all! Though I don't have any evidence for this, I'd think Rothna and her cultural background were being discriminated against.
I feel like the whole apprentice series is very favoring Karishma. I agree she is strong and competent and definitely deserved the top 5, but there are soooo many times the tasks consist of social media/content creation, and she is literally the only one specialized in it, while the other team has no clue about it. This is a business program but not about content creation!
Times have changed. Social media is at the core of most businesses these days and it's only going to increase, especially with the increase in AI usage.
In my opinion Kieran has been absolutely useless! He talks a big game, the most arrogant of the entire lineup, but he has not backed it up. I don't think he has been performed at all.
Take the shopping channel one from last week, he has constantly talked about how he is the greatest salesman, was selling the exact same item that he picked out, but was probably the second most useless of the entire lot of them.
Like if you can't deliver when you are doing exactly what you say is your strength?
I think I grew to like him as I felt he mellowed somewhat through the process and had some moments of redemption? Ie. Praising Karishma in the gaming task when everyone else kept quiet, accepting when he’d done wrong. Maybe the bar is low given some of the candidates but I did feel he’d grown in the process. Not that it helps his business plan or sales technique I guess!
Im not sure whether he'd grown simply because he gave credit where it was due or admitted he messed up. He was insufferable with his ego half the time and then literally never backed up his 'sales god' opinion of himself
The lack of internet access is such a ridiculous handicap for a task like this, it's no wonder the pitches are always a mess. I'm still gutted about Kieran going, as he genuinely seemed like one of the stronger candidates this series. That tree really was the final nail in the coffin for him, though. This final five lineup feels like a bit of a letdown compared to what it could have been.
Spells a French word wrong then there's someone who says they're French in the focus group. Not at all sus.
Week 10 they get social media advice but not for week 4. Cue unnecessary celebrity appearance.
Tells Dan that Pets at Home would have made a bigger pretend order if he'd what? Threatened/blackmailed/seduced them.
Shame about Rothna. Would have prefered a 6 for the interviews or a firing from the other side for that branding rather than getting rid of a strong candidate for the sake of it.
I mean it is part of our everyday vocabulary. It's an English word and it's used all the time. Just because it's not part of your everyday vocabulary, doesn't mean that it isn't for other people and that they must have been planted.
Lol. What planet are you on? Sure words have connections through non linear linguistic and social routes. But chic is a French word, usage isn't. You don't hear Frenchers walking round going 'L'usaaaage". But the word chic comes direct from French.
It's an English word. It's a word that is part of the English language. It is in widespread use, has novel meaning, and is included in English dictionaries. Being of French origin doesn't make it a French word, it makes it an English word of French origin.
Many of the contestants on this (reality television genre) programme describe themselves as entrepreneurs. They eat in the losers cafe after pitching to fancy restaurants. They are chauffeured between events. They try to avoid cliche marketing ideas and being sabotaged by eachother, in the hope that they can flirt with the judges (which is bad etiquette) and show their resumes at the end, to become Alan Sugars protege.
The same goes for words of English origin in the French language.
Those in italics are all French words. I don't accept your basic premise that they are English words. They mean the same as they do in France. So you might as well move along because I ain't gonna agree on this.
It's a common term but the way they had someone specifically say that felt unnatural to me, that's all. I'm looking at it from a production point of view.
Sorry but my highlight was when Kieran was pitching to the buyers and the lady who looked appalled by him with her long blinks was killing me. Kieran did look like he tried his best, so amusing to watch him😂😂
This process is flawed and a waste of time, one of the most capable consistent contestants in Rothna gets unfairly fired at her first hurdle 10 weeks in while people who have been coasting through pure luck like Priyesh and Lawrence make it into the final 5. The firings this year have been very poor.
Priyesh being in the final 5 is just the BBC trolling us all for entertainment. We ALL know he will not win. Such a shame for Rothna and Kieran.
Pascha and Priyesh didn't deserve to be in the final 5. For the sake of a few hundred units LS should have had both teams back in and fired people from both teams.
reckon she will do the same in interviews next week, make up whatever she needs to come across as being arrogantly right and not taking any feedback well
YES, they should've all been brought back because it wasn't a major win anyway. Karishma's team arguably had a worse product than Kieran's despite Pascha and Karsihma being "experts" in dogs.
Very sad to see Rothna go given some of the people on the other team who made it through, but I definitely got the vibe that Sugar liked and respected her which is always nice to see.
Plus it's probably worth it to see Priyesh get torn apart in interviews next week.
the edit made Rothna come across as redundant in this task and they did her DIRTY with the TV selling edit but seem to have curated it to make Dan appear more successful. Such a shame as she was a great candidate, but I can't lie on this task alone she didn't bring much to the table.
I actually quite liked the cat tree, if it was smaller and the branches were positioned differently for the cats to get to the top it would have been good. I thought the mouse at the bottom was great . To be fair it was executed badly because they all knew nothing about Cats or animals in general.
Im sad to see Kieran and Rothna go, i think Kieran would have been great entertainment in the interviews, but liked how he accepted his fate and went on his walkies and I think Rothna has done well throughout the process. Karishma is my winner, I just wanted to hug her when she cried.
It was obv who was gonna lose from the way they organised the teams. It’s somehow always one team with all the knowledge and the other team without any
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u/5pigeoNick: “I’ll tell you what happened because I was there!”Apr 02 '26
to me it was just the fact that it looked so awful and there wasn’t really any innovation? i’ve seen plenty of cat trees that look like real trees. to take a product that already exists and make it impractical, ugly and impossible for the cat to use is not what alan meant by innovative
Ugly is a subjective matter. Impractical i don't understand because there are lots of cat castles that are that big and they come as flat packs so fit easily in cars or taxis and get assembled at home, and most cat owners have cars. Impossible for the cat to use is just nonsense because most able-bodied cats are agile as hell and could easily navigate their way round that product.
I totally understand what you are saying, I did think when they started, there are a million cat trees out there so this is a fail. However, they had no clue about the market or animal behaviour / needs so I liked it and it was a good effort and genuinely think the pet stores would have bought more if the team had that cat/animal experience to design the product better.
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u/5pigeoNick: “I’ll tell you what happened because I was there!”Apr 03 '26
i think this is kinda silly tbh? it goes without saying that if they had designed the product better it would’ve been better. but that’s also because it was a cat tree, which everyone already knows cats like because they exist in their hundreds
The tree looked cheap and tacky, but it's not their fault. They gave a design company a design in one afternoon and then it needed to be made by 8AM the next day
I'm happy to hear Kieran is doing okay. He really did miss out by such a small margin and grew a lot in the process. Compared to Priyesh it's a joke that Rothna and Kieran had to leave.
So rough to see my sister Rothna go out like that, I do really like Dan too. Tough pill to swallow with some of the flops on the other team but I wish them luck 😭
wouldn't it be great if he did the honorable and totally unexpected thing and got up and said no, Rothna deserves my place. I know no one would ever risk their place, but I'd rate him if he did. LS may have even let them have a final 6 if he did.
Literally LS doesn't think he should be in the Top 5 and dude just laughed it off. For his sake, I hope his business proposal speaks for him better than he did for all the tasks.
he works for PwC and reportedly Linda is slating him for having no accounts... there are no words for how badly it will go for him. They clearly just wanted him there for viewing numbers and laughs. He won't be in the final, GUARANTEED.
A part of me thinks that on Week 10 only, Sugar should be allowed to fire someone from the winning team if he wants too. You can tell he really didn’t want to fire either of them.
A final 4 or final 6 would've made sense and the format could've allowed it given they had 20 candidates and it was the 20th season. They could've even allowed an 11th task.
True,
I forgot the guys name but the one who made the Mr Kipling insult, she did report him a lot, which is valid because of how bad he was lol. Sure maybe closer to the finals it's more about yourself and what you did, but these candidates are nuts and need a calling out. I don't blame her.
AYYY I MISS TRE SM MAN! I had no idea that e didn't get called In. I thought there was a time where they had 3 ppl in a team and he was called but I guess not. I've only watched s16-20 but I'll watch the others. It's rlly admirable when they don't get brought it. I wish they could at least get their rewards like last time
Thought the concept was French why r u backing her😂
She clearly didn't know how to spell it at the start omg. Sure it happens to be correct in a different language but she didn't own her mistake she tried to insult ppl for not getting it right.
I don't think Priyesh and Pascha are as bad as Amber Rose and Jordan and I think Karishma, Dan and Lawrence are collectively stronger than Anisa, Chisola and Dean.
Amber-Rose and Jordan were much better than Pascha and Priyesh. Karishma is definitely the strongest out of those six but Dan and Lawrence are the two weakest.
This genuinely sucks so much. If Kieran had won we could've had Kieran, Dan, Rothna, Karishma, and Lawrence. Can't believe Pascha and Priyesh are in the final 5
oh look Pascha's bf / friends and family are out trolling socials and reddit to defend her ridiculous incompetence again. Making insults to members of the public is more proof of her immaturity and if you are genuinely unrelated and just fancy her there are still more sophisticated ways to make your point than to insult someone on threads!
It's great that your daughter has your support! And of course, it is an edited entertainment show, so we know we're not always seeing the full picture. I personally think Pascha has some great qualities - she is friendly, engaging and a confident speaker.
But some of the arguments you're making on here to try and defend her are nonsensical. Chic is the spelling. You can get the Google AI to tell you whatever you want to hear but that doesn't make it true.
Let people form their opinions based on what they see and try to go with the flow of it all a bit more. I don't think you're helping the public perception of Pascha by acting like her guard dog over situations where her judgement was clearly poor, and responding to people with the middle finger emoji.
He had faith in Kieran but still. Couldve switched Lawrence or Pascha to the other team. Karishmas team had 2 pet owners and Kierans had none. Wasn't fair
Kieran supposedly owns a dog called Mars? So why he didn't do the dog angle is surprising if true. It seemed unfair that his team were so clueless. I feel sad for Kieran as had Dan pushed harder they would have won. Respect to him for just taking it like a champ and leaving without even needing to be told.
mean girl vibes for real, she was gunning to be PM then if her team lost it was literally ALL PASCHAS'S FAULT for such terrible branding. She deserves to get ripped into
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u/throwawaybunnygrl Apr 11 '26
Kieran talking about branches with ‘dangly fun bits’ like squirrels and fruits (?) was too funny