Lord Sugar says he only wants 'serious people' for The Apprentice

The deadline for applying for the new series of The Apprentice is 23:59 on Monday 25 January.

So if you think you've got what it takes to be Lord Sugar's next business partner, you haven't got long.

You can apply on the show's website but there is a word of warning from Lord Sugar if you just want to be famous.

"Forget it. This isn't some kind of game show." This will be the 12th series of the show and Lord Sugar says he still gets a big kick from it.

"Be under no illusion, this is a life-changing process," he tells Newsbeat.

"It's a new year, new opportunities.

"We want people who've got experience in a certain area and want to take it to the next level."

No need to name and shame but not every candidate seems to have what it takes

But The Apprentice is also an entertainment show - with some contestants seemingly picked purely for their ability to spout promises like: "I'm like a hungry gorilla - the others are bananas - and I'm going to peel and eat them and then throw away their skin."

That sort of thing.

But Lord Sugar insists it's all about the business.

"The people who think they're just going to be on telly, don't even waste a postage stamp or make the application.

"We want serious people."

The winner gets a £250,000 investment and a 50/50 partnership with Lord Sugar.

The show comes at a time when genuine apprenticeships are becoming more popular.

The government is promising to support three million more by 2020.

The last winner of the show, Joseph Valente, was an apprentice himself before starting his own plumbing business.

Joseph famously said goodbye to his trademark moustache

"Apprenticeships are a very important thing," says Lord Sugar.

"Young people need to realise there's no fast-track to the top.

"You've got to take the opportunities of apprenticeships to learn your trade. Once you've done that, that's when you can decide whether to become more senior in the company you're working for or decide to go it alone.

"Joseph is a classic example of someone who did that."

Joseph called himself "the definition of success" in his Apprentice audition video.

The bearded billionaire is also pleased that some firms, including the publisher Penguin, are now scrapping the need to have a university degree to work for them.

"There are plenty of streetwise people out there.

"Look at me, look at Richard Branson. We never had university degrees. It's absolutely right that people who don't have a degree can still be successful in business."

And what about previous winners who went into business with him?

"They're all doing well, all making loads and loads of money and employing people themselves. That's why I do this."

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