Unless you've been living under a rock for the past three weeks, you'll have heard that the Bake Off as we know it is about to end, as the BBC has lost the rights to the show.
The show's tent will now pitch up on C4, and Lord Sugar isn't happy, suggesting creator Love Productions is "greedy".
"I think [the BBC] are getting a raw deal these days," the businessman told Radio Times in an interview.
"Because they make something successful like Bake Off or The Voice then suddenly a commercial channel comes along and just goes and buys it off them, and greedy production companies sell it to them. I don't find that morally correct."
He went on to predict that Bake Off's ratings will collapse by as much as 80% at its new home.
"Think about their personal credibility as the production company, if this thing bombs on Channel 4," he continued.
"I mean, the difference between 15 million viewers, right, which Bake Off got, to possibly settling down to about three million on Channel 4, surely that's got to mean something to them, hasn't it? It's not always the money, you know."
Lord Sugar added that he'd do a Mary Berry and quit The Apprentice if it were to switch channels. "My loyalty is with the BBC," he insisted.
You can read the Radio Times' full chat with Lord Sugar in this week's issue, on sale now. Meanwhile, The Apprentice is back on Thursday at 9.00pm on BBC One.