As for why I deserve to win:

In absolute terms:

I have come into this game with no knowledge of how it runs, without any sort of a connection with anyone here, and really not knowing what to expect from the whole thing. But as we moved through this process, I learned more and more about the game, and about myself. You know, it's a really cliche thing that people say, but I really am proud of what I've done so far. When I finalized this pitch, and reflected on what I've done so far during my time in this game. I really believe that I deserve to win this game for so many reasons. First of all, I have been one of the most hard working people this season, going above and beyond in every task, finishing my requirements to the very end, and then going overboard and helping everyone else in the areas that I could help in. I was never that person who just did the minimum. I took risks, and I led an aggressive yet effective charge to the end. I could've played it safe by doing only what I was tasked with doing in order to make sure I don't really make any mistakes, but these people play to last, not to win, and I came here to win. I took risks. I went all out, and I played my heart out.

Second, I was a creative force in most of the tasks. I would come up with most of the ideas, and my ideas were almost always used. Now, were they always used effectively? No. But I did what I had to do in the brainstorming sessions which is to be there for my project manager by giving them everything I had. I never held back any ideas or abilities or energy for my own self, I always gave my team the best I had because I believed in team work, and in how an effective hard working team can win anything.

Third, I have been a great leader so far, be it in my fifth task where I was PM, or in this task. I am someone who gets the job done and I'm someone who you can feel at ease working for. I'm always there, overseeing your work, but I get you space to be creative and innovative, and that's why no one has had any issues with me when I was project manager.

Shadi's biggest strength is his creativity which I have stated time and time again. I liked Sing Something for example because it was quite quirky and original, and something which nobody has done before. He has always come up with ideas like myself in whatever brainstorm we are a part of. He does come up with a steady source of ideas and he is reliable in that way.

However I also feel that his creativity is also his downfall, I feel his creativity gets in the way of being realistic. I voiced this in the interviews as well that he needs to focus more on realistic success and being sensibly creative in tasks. While Sing Something was a huge lesson for myself, I do not feel Shadi has learned that realism plays a huge part in creativity. For example his plot in Task 4 was unrealistic for the target genre that he wanted and he wanted that particular genre and plot to go together when a British drama which rely on the ideas of social realism makes it paramount to make characters realistic. His idea for Sing Something again I supported but I can see where the feasibility issues lie in being able to use it in a public place. His idea here also seems a bit unrealistic in terms of the demographic he has chosen, costings and retaining repeat customers.

And that is where I am better than Shadi - I am realistically creative and I have shown that throughout the process not only with Valenti - my health and cosmetic store - but also through my tropical themed and four cuisine restaurant idea in Task 1 as well as my idea to use Hurts for Eurovision in Task 6. They were all innovative ideas which viewers like Amy, Natalie, advisors like Louise, team mates like George, Iain, Arran and Naruto have all commended for being original and yet realistic ideas. In Task 1 for example, the restaurant would be feasible as Indian food is popular in this country but mixing it up with other cuisines would make our restaurant seem more original. I also always use an analytical approach to tasks basing decisions off a pros and cons assessment and evidence, such as when I chose Hurts over my other ideas to use Bastille, Marina and the Diamonds, Ella Eyre etc because of their European popularity, years of live experience, Theo (the lead singer) being a classically trained vocalist, having a euro-pop styled sound (influenced by popular European bands like Muse and Depeche Mode), being associated with the European-wide superstar Kylie Minogue etc. So I have always prioritized being sensible and realistic in my creativity.

I also feel I have the edge of Shadi in that I am incredibly well-rounded as well as excelling in many areas. I am an excellent team player, and commended as such in every task I have been a part of, Iain saying I was the kindest and easiest person he has worked with so far and George saying I am the most diplomatic contestant here. I have been an excellent team leader, highly commended for both my PM tasks - unanimous praise in Task 3 and David saying that I had led the most cohesive team he has seen in Task 6. I am realistically creative as I have said before with my ideas to use Hurts for Eurovision and the tropical/four cuisine restaurant. I am incredibly professional, always trying to make an idea work even if I disagree with it such as in Task 4 when I touched on ideas of social realism like domestic violence and sexual abuse which Tyjet and Amy both commended. I am always passionate, my pitch in Task 5 was commended as such by the buyer, viewers, team members and yourself. I am highly dedicated finding 5 of the cheapest items in Task 2 for example. I have shown improvement in weaknesses with promotion for example which was commended in Task 5 and Task 7. I am consistently happy to step out of my comfort zone such as in this task where I did both a layout and a logo which were commended by both my team members. I am logistically sound as I have shown repeatedly with my pricing schemes, locations and promotional plans. I am always organised as demonstrated by pitch in Task 6 which was completely structured over how we were going to turn around disappointing results in previous years of Eurovision. I also always go above and beyond every task which I demonstrated in Task 7 which was commended by Katie and yourself, and mentioned by George with my promotional plan. I feel I have every aspect of a brilliant candidate and more so than Shadi.

Also in comparison to Shadi, I have not had a weak task so far and arguably been one of the strongest member in many tasks. Task 1, I came up with the winning idea. In Task 2, I found 5 of the cheapest items for our team. In Task 3, David said I had done this best job in delegation, organisation and management as a team leader that he had seen so far, and all four members of my team - Emma, Zak, Steve and Shadi - gave unanimously said I was a great team leader. In Task 4, I was said by David to be the strongest member of the team, and I was the only one trying to make the idea fit into the industry and focusing on the realistic aspect of it. In Task 5, I was commended by the buyer, viewers like Amy, team members such as Shadi himself and yourself for an outstanding and passionate pitch which I won in a landslide. Then in Task 6 I was quoted again by David saying that I had led. In Task 7, both my team members noted once again my above and beyond approach and analytic approach to tasks. You and viewers also commended that saying you liked my promotional plan. In this task, not only have I chosen a realistic idea but every single section has been mostly if not all my own ideas with refinement from Naruto and Iain. I have demonstrated the length and breadth of my skills throughout the process and I feel this task and every task so far has demonstrated that.

One more part to go and I'm done !

In relation to why I deserve to win over Roxie:

I believe I deserve to win over Roxie because I have more skills than Roxie. I believe I have been more of an all rounder and I had knowledge about everything and anything I was tasked with. I was reliable and people could come to me and tell me to do whatever they want and expect me to do it perfectly. I was the creative force behind a lot of tasks, one which Roxie was the PM of.


I have had a tougher road to get here because I have been looked at as someone who is either confrontational or maybe stubborn, when the people who worked closely with me found me pleasant, but perceptions are what they are. I, however, handled those perceptions the best way I could, by proving them wrong with actions. Ever since my one altercation in task 2, I haven't had any issues with anyone, and everyone who works with me tends to become good friends with me because I am a nice person and I'm actually very friendly and approachable. I would also like to note that I never disrespected anyone, or said anything impolite to anyone. I have been honest and truthtelling, but never rude.

Also, I was criticised for being "stubborn" with my ideas, which I rebuked in the interviews, as you saw. I would like to say, however, that this task proved that even more. In the final task, my final task, where my fate and only my fate was on the line, I went with an idea that wasn't mine. Why? Because I liked it better than the ideas I had. Arran came up with the concept of having a vintage shop, and I developed it accordingly, because I didn't have anything to prove as far as creativity goes. I know I am creative and I've showed it continuously. So, when I come across a good idea, if it's better than mine, I will go with it, and I did that this task. Moreso, I believe that Roxie is the stubborn one. Whereas I'm decisive in telling you yes I want this, and no I do not want this, Roxie is someone who will keep talking and talking and talking until you just give in to her. I've noticed that in several tasks working with her where she pitches something, and if you don't just go with it, she pitches it again, and again, and again, until you succumb to the idea. She's very persistent in that regard and it makes people uneasy because it's hard to say no to her. If you do, she might just shutdown or feel that she's being alienated. I don't believe that she really listens at times. She is someone who is doing the talking most of the time and it's hard to wedge yourself in when she's speaking so she tends to be loud and distracting.

I believe in a saying that states "Don't come to me with your problems, unless you have a solution", and Roxie has been more of a complainer than a fixer, where she would hedge her bets by voicing off complaints rather than actually coming up with real, detailed solutions to fix whatever she believes needs to be fixed.


I also believe that I have more business knowledge than Roxie, and this is a business show after all, so I believe that my credentials in the business world, and my knowledge about the business world far exceeds Roxie's. I actually don't think that she knows the basic rules of thumb concerning business, whereas, given that I'm graduating in 4 months with a BS in Finance with the highest GPA in my 4000+ students' school of business, I feel like I am a business expert. If you combine all those together, I think it's clear that I deserve to win more so than Roxie.

Finally, I think I am an all rounder in ways that Roxie isn't. Throughout this contest I have showcased a variety of skills that I think is hard to duplicate. There was not a thing that I refused or was not able to do. And I've done so passionately, and with zest. I am glad to say that I kept my character in tact, worked hard, and gave this tough game my all to get here.

To be honest, I felt like I came into this final task at a disadvantage because I felt people haven't really gotten to know me enough so they were automatically rooting against me. But you really saw the amount of effort I put into this, and I believe that I have been the apprentice from day 1.

Over a month ago I was a no one around this website, and now I'm a finalist, and it was a beautiful journey, and I hope that it has a happy ending for me.

Fighting talk from both of you, but I'm going to wrap things up now and make my decision...

Shadi, you came into this competition as an unknown and I don't think many people would have expected you to make it this far when I first announced the candidates, however you completely deserve it. Throughout the process you've been an extremely dedicated and hard working candidate, putting your all into every single task and being one of the most notable and important candidates of the series.You clearly have natural business ability which has definitely allowed you to shine on many occasions. On this task, I think you were able to show both your creativity and also your business prowess with a very well thought out and innovative idea. From the feedback I got from your teammates, it appears you also did an excellent job in managing your team.

Roxie, I was hoping you would be a good performer in this process but you surpassed my expectations. Throughout the process I've been impressed with your increasing dedication to the process, as well as your natural talent and ability to excel in all areas. Throughout the process you've been a stand out player and have barely put a foot wrong. This was the same for the final task where you clearly showed your ability to scope the market in producing an idea that plays on something that's very popular at the moment, and something I believe could genuinely take off. Similarly to Shadi, you received brilliant feedback from the members of your team in this task.

You have both been excellent candidates and there would be strong cases for hiring either one of you, however at the end of the day I can only make one of you my apprentice, and my decision is...

Why do I want to win?

I want to win because that would be the greatest testament of my skill and ability competing against all these other amazing candidates and winning over them. It would be the greatest show of what I have learned and my understanding of business and logistics. I have never complained, made excused or mentioned a task as being out of my comfort zone because I take each task as a learning opportunity and I feel I have learned so much about the retail industry, abstract art, the app world, theme parks, films. Thus the culmination of all that I have learned would best be shown by winning.

Most importantly I want to win this because I want my dedication and day in day out hard work to mean something. I have never stopped for a second on any task. People, Shadi and George for example, have always said that I go above and beyond every task relentlessly without failure. I do that because I want my team to do well and because I want to win this. The greatest show of all that effort would be too win. I want to win because it would say a lot about my own skill and my own knowledge.

Moreover, I want to win because like what my journey has meant to me in terms of learning about different industries, learning to improve myself in various ways, seeing how realistic this game is in terms of professional skills - skills that are used in any profession are shown in this game. I want to be the next Apprentice and pass down what I have learned to help other people improve their understanding of business, logisitics and help them improve their individual teamwork, leadership and creative skills. I feel I could help people make the best of this opportunity and turn themselves into really good candidates with lots of useful skills such as teamwork, creativity, learning to go above and beyond, logistics which will indefinitely help them out in their professional lives. On an individual level, I have never done promotional work or been an actual project leader before so this process has constantly shaped me into a better person where I am excelling in such areas. This process is so useful I find and I want to be able to be in a position where I can help other people generally and on an individual level. By winning I would be able to do that.

Roxie, you're hired!

Throughout the process you've been the one to beat and in the end nobody was quite able to do that - you've consistently proved to me how strong a player you are task after task, and I feel you really did show what a strong player you've been in this task, and ultimately I feel that your shop would have the best chances of taking off in the real world. I am thrilled to crown you as the winner of Digital Spy Apprentice Series 4.

Shadi, you just missed out in the end but I hope you're not too disappointed and can go out on a high after producing such a brilliant final pitch and generally proving how strong you've been in this entire process. I'm so glad you decided to take part and I hope you have enjoyed your time in this process.

Thank yous etc will be made in the task announcement thread, but a general thank you to anyone who's contributed to this series in any way, I've really enjoyed doing it and here's hoping we have another great series next year!

Congrats on the title Roxie, wear it proudly!

Oh my god. I just can't believe it. I am so overwhelmed with this. I cannot believe it to be honest. I was so nervous I actually went to the loo because I just could not stand the wait. I still am gobsmacked.

Thank you so much Lord Sugar for everything you have said about me at every step of the way. I never thought I was going to get this far, heck I was about to not apply for this at the start because of the dates. But thank god I did. I have learned so much in this process, met some amazing people and had a great journey. I owe my performance in the tasks actually to you Niall because you have made such interesting tasks - learning about all these different industries has been amazing and incredibly fulfilling for someone like myself who is not well-versed in business, you have made these tasks incredible. Also dealing with all the different timings, people quitting and getting everyone together in months where tragically the Apprentice is not actually showing, I appreciate it must have been difficult. You have done such an amazing job and done your absolute best with this series! Such an amazing opportunity to be part of this. Thank you once again, I still feel a bit overwhelmed.

Shadi you have been an amazing competitor and I say this as someone who has always held you in high regard. I realize I have been on this site for a longer time but I also know what it feels like to not be known at the start and have people underestimate you. I think you have done such a great job especially showing people how creative and amazing you are. You have definitely had the most incredible journey throughout this process. I think you are amazing and I'm sure one day we'll be looking at you with a quirky and original invention which goes global. I'm 100% sure.

Thank you so much to all the advisors - David and Louise - who spent so long monitoring our insanely long chats especially on my chats, viewers such as David, Aliyah, Jakk and Katie who have consistently been a part of this process and helping out Niall with the more complicated things like interviews and being buyers. Thanks to viewers again such as Amy, Kevin and Natalie who have been a part of every pitch, taking them to time out to read my insanely long pitches and asked some amazing(ly difficult ) questions along the way. And thanks to all the people I have met on this process - all the other candidates such as Iain, George, Steve, Emma, Naruto etc - you've all been so wonderful and amazing to get to know and work with. So glad to have met you all! It's been a delight and a pleasure.

Thanks again to Iain and Naruto for helping me out this task - two incredible people with amazing talent. Again I could not have done without you both guiding and helping me with this every step of the way! And wo Team Aptitude wins! Thank you so much for the support!