The Apprentice viewers complained moments into the BBC show as it made its return for a new series.
The BBC programme kicked off its latest series tonight, with 18 hopefuls vying to secure a £250,000 investment in their business by Lord Sugar. Claude Littner and Karren Brady returned for the latest series as Lord Sugar's aides.
However, it wasn't long before fans of the BBC programme took to Twitter to express their frustration at the new series as they fumed over the 18 hopefuls' cockiness and went on to claim it was more like Love Island than a business show.
One wrote: "Why do they look like love Island contestants in suits?! Bring in interesting people not just pretty people!! #TheApprentice," whilst another added: "When did it become a show for influencers, seriously gone down hill in the last 5 years."
"Have you failed all your exams at school? Struggling to sell cars at work? Love Island turned you down? Got a bad business idea? Faker than a fake thing? Then apply for #TheApprentice," a third wrote.
It comes after Lord Sugar defended the BBC entrepreneur show amid Love Island comparisons.
Speaking to The Mirror and other press, the British businessman said he ‘doesn’t know’ of the show is similar to Love Island, adding: "I'd be able to answer that question if I ever watched Love Island. In the past series, I think there was someone who was a little more mature than the other candidates. So there is no age limit. We don't restrict people of more mature age."
One of the hair salon owners named Rochelle Anthony claims to be the ‘ Kim Kardashian of the business world’ as she brings ‘a hint of glam’ to her professional profile. Businessman and TV personality Claude Littner returns for the first episode of the series alongside Karren Brady in the boardroom, but he was replaced with former winner Tim Campbell for other episodes due to medical issues.
Lord Sugar's aide Karren Brady insisted that the contestants this year all have "huge egos".
Karren Brady added of the contestants: "They all start off with these huge egos, they all think they’re the best at everything, and have some ridiculous statements. I mean, ‘I’m the James Bond of business’? But the ones who make it to the end are the ones who learn from the process, they listen to the advice. Every single one of them wants to win.
"They think their sheer force of nature will help them to win the process, but the tasks are to test their skills. The ones who learn, adapt, change, grow up, put themselves forward, hold their hands up, those are the ones who make it to the end."