I think post-Wossygate the BBC have tried to cut down the frequency of swearing, not necessarily all swearing. So if you swear really quickly in succession, it will be bleeped.
Yes, the f word was heard in the BBC 2 Apprentice You're Fired show. We heard Lorraine say the f word when she couldn't open the baby pushchair. I'm pretty sure it was bleeped out of the main show on BBC1.
I wonder how many times Sugar uses the f word? He doesn't strike me as someone allergic to swearing. I guess the producers would edit it out to make him seem less 'mouthy'.