SAS agreed to The Apprentice, he said, in an effort to help those who want to get on in business, e.g. giving tips relevant to the tasks, etc. , He was always adamant it should not become another reality show, which in effect it has, especially as this series has made the jump from BBC2 to BBC1. I think he's a bit uncomfortable with all the celeb surrounding this series. That said, it can't be too outside his comfort zone since recruitment for the next series is already underway.