Speaking at the launch of the show in London this week, the business mogul said he often felt like Simon Cowell when some contestants went on about their past and upbringings.
"You feel like sitting there like Simon Cowell, 'my mum used to whack me, my dad used to laugh, this and that'," he explained. "You think, bloody hell wish I had Sky Plus, get on with it."
Lord Sugar insisted that he was only concerned about the candidates' performance on the task, and didn't even care what was going on between the group back at their plush four-story city house.
"God knows what's going on, we're the last to know," he said of any romances between the contestants. "It's natural that sometimes people get attracted to each other.
"It is a work place, there are plenty of people that have met their partners at work, it's no different."
The Apprentice 2012 airs on BBC One from March 24.