The Apprentice 2013 boss Lord Sugar has admitted he hates his catchphrase.
The multi-millionaire returns for a ninth series of his business reality series tonight, and one unlucky candidate will hear the immortal words 'You're Fired' just a day into the task.
But if he had things his way, it'd be a bit different for Lord Sugar.
“I don’t like that bit,” he told the Daily Mirror. “Regretfully, it’s part of a written commitment. I would far prefer to say ‘I’m sorry, you’re at the end of the stage’.”
Speaking ahead of the latest premiere this evening, Lord Sugar also insisted that he would never quit the show, saying he'd only stop when the BBC axed the series.
The former Amstrad boss also suggested that no one would be able to take over for him even if he did leave.
“If I leave there will be a lot of people queuing up to take over. It’s the most spoken of thing among some of these so-called high-profile people" he claimed. “They say, ‘Oh I was offered The Apprentice but I turned it down’.
“Many attempts have been made to replicate The Apprentice and my position. John Caudwell, Peter Jones, Duncan Bannatyne. They’ve all tried it. Often copied but never equalled.
“And some people say it may have something to do with me.”
After the first episode on Tuesday 7th May, The Apprentice will air on BBC One on Wednesdays at 9pm, from 8th May.
Browse pictures of the Apprentice 2013 candidates below...