Ascended Extra: He appeared as an interviewer in Series 10, and until Series 16 he was the only former contestant to have come back as either an interviewer or one of Lord Sugar's assistants.
Aside Glance: In the eleventh week, when trying to negotiate deals with a restaurant, he simply wanted to get down the business. Yet, for the third time that day, said restaurant insisted on serving him scallops instead.
Brutal Honesty: Had no qualms in magnifying others faults in order to save himself in the boardroom. This especially came into play in the third and fifth weeks. Even in the Confession Cam inserts, he would freely give his honest opinions on the situation.
The Bus Came Back: Reappeared as a interviewer in Series 10, and twice in Series 13: Once in the first episode when Lord Sugar brought back previous winners to show that year's candidates how his investment would change their lives, and once in the last to share his experience with one of the finalists.
Genius Bruiser: A former boxing champion, yet also a very capable, adept businessperson who set up a recruitment agency in the field of science, no less.
History Repeats: In week five and week nine. He lost as project manager in both weeks, largely due to a poorly produced video of the other team members; Duane and Jenna respectively. While both were considered reasonable contenders, they ended up being fired that week, much to the dismay of many viewers.
Full-Name Basis: Always introduced himself using his full name; because it's the exact same as the singer.
Crazy Enough to Work: Going for a minimalist theme in week four by restricting the amount of spending money that his team was allowed. While the team had to leave in the middle of the day to replenish their stock, they still ended up winning.
I'll Tell You When I've Had Enough!: Got so carried away sampling the English sparkling wine in Week 9 that he couldn't even give a coherent camera interview at the end of the day.
I Meant to Do That: After the series ended, he claimed that he'd intentionally sampled as many varieties of wine as he could in Week 9, since he knew he'd be getting fired for sure if he lost, and the knowledge would be useful to his day job as a wine merchant.
Never My Fault: Inverted. He always owned up to his mistakes, which was the reason as to why he was not fired in week eight, in which he royally screwed up.
The Scrooge: The rest of his team accused him of being this when he was project manager in Week 4. In the end, his decision to control spending paid off, as they took a little less money than the other team, but made much more profit.
The Stoic: While he certainly wasn't passive, he didn't seem to react to anything too much, even when his team completely ganged up on him in weeks four and eight, and when he was unfairly brought into the boardroom in week seven. He could probably give Azhar a run for his money in who is the most stoic.
Nick
Broken Ace: He had the best track record of the series, being in the winning team eight times, and winning twice as project manager, with barely any mistakes under his belt. However, he (along with Adam) performed weakly in week eleven, and Lord Sugar outright said that Nick was not fired due to his track record. While he was credited for his intelligence in the final, he was questioned on why he did not simply decide to continue with his own business in a field that he was familiar with, and it was pointed out that said business earned enough money that he probably didn't even need Sugar's investment to begin with, resulting in his being fired.
Complexity Addiction: Lord Sugar, alongside his advisers, felt that Nick's business plan was too complex that required too much effort, with little reward.
Failure Is the Only Option: Averted in the first task; the men clearly know that the first person to be fired in virtually every season until that point had been the men's project manager, and Nick took the role very reluctantly. In the end though, the team won convincingly.
Gibbering Genius: Frequently became this; especially in pitches and during the interviews.
Hypercompetent Sidekick: Often proved to be this in supporting roles, but it was especially obvious in Week 9, where he got a huge chunk of the task done while Tom and Adam were busy getting legless.
Romance on the Set: With Gabrielle. Luckily, it didn't seem to hinder either of their performances on the show.invoked
Jade
Anti-Climax: Every time she was even vaguely in danger she started talking about how amazing and wonderful her business plan was, and every time it saved her from being fired, causing more than a few fans to predict that she would get the same sort of Dark Horse Victory that Tom had the previous year. As it happened, her plan was just for a telemarketing business and really not that special at all.
Artistic License – Economics: She was further buried in the finale by the revelation that she wanted to blow through the entire £250,000 investment in just six months.
Didn't Think This Through: Brought Tom into the boardroom in week seven, despite him performing very well on the task. She admitted that it was a decision made under pressure, and while everyone on the team - and even the board - agreed that she should be fired, she just barely avoided it that week due to her strong defence and consistent track record.
The Ditherer: Lord Sugar constantly labelled her as indecisive, which was especially shown in week eight when she couldn't even name someone who she thought should be fired.
Hypercompetent Sidekick: Became this in the eleventh week, in which she made majority of the key decisions, while Adam and Nick gave poor suggestions, and hampered their presentation. The team still lost, but Karren spoke strongly in Jade's defence in the boardroom; then again, it was quite clear that Adam was going to be fired anyway.
Sole Survivor: After Gabrielle left, Jade was the last woman left in the final five.
Teeth-Clenched Teamwork: With Adam most of the time, but illustrated especially in the fifth and seventh week. This was even brought up in You're Fired, with a short video montage dedicated to their exchanges.
Adam
Crippling Overspecialization: Good at sales, especially in a market stall situation, but really not cut out as a leader.
Malaproper: Continued calling himself a choreographer in the week five task, despite the fact that all he did was direct where people should stand and told them to keep smiling. Jade questioned him on the meaning of the word, and he gave the completely wrong definition.
Suicide by Cop: A downplayed example, but he didn't put up much of a fight in his final boardroom, leaving Lord Sugar with no choice but to fire him. He did receive a rather gentle firing, and Lord Sugar informed him to stay in touch, making him the only candidate of the series instructed to do so. Adam even admitted on You're Fired that he believed that it was his time to go and that he was happy to leave.
Teeth-Clenched Teamwork: With Jade most of the time, but illustrated especially in the fifth and seventh week. This was even brought up in You're Fired, with a short video montage dedicated to their exchanges.
Stephen
Accidental Misnaming: For some odd reason he consistently referred to Gabrielle as "Gabriella," which she either didn't notice or was polite enough not to call him out on.
As Long as It Sounds Foreign: Suggested the Italian word "Bellissimo" as a name for the condiment in the third week, despite not being sure as to what it mean. Luckily it means "lovely".
Ass Pull: When asked about the additional price of the equipment in the fifth week, he pulled up completely random prices while Karren called him out on in the boardroom. The team still won.
In week six, he had the bizarre idea of attempting to attract customers by going on a city tour bus in a Goofy Suit, and coaxing them off the bus. Needless to say, it didn't work, not least because the team were using a pizza costume despite selling pasta.
In week nine, he suggested the name "Grandeur" for their brand. The task was to raise awareness for English sparkling wine.
Jerkass: A lower-key example than most, but he had a pretty snarky, jerkish personality, which was best exemplified in his last two weeks.
Karma Houdini: Briefly; he managed to wriggle out of being fired for his part in the Week 9 advert mess by claiming that he'd win as project manager the next week. He lost, and the inevitable happened.
Leader Wannabe: Would constantly try to hijack the project manager position; but especially highlighted in weeks one, two and eight.
Manipulative Bastard: As the weeks went by, Lord Sugar began to see a side to Stephen that he was starting to dislike as he came off quite slippery.
You Have Failed Me: In Week 9, Lord Sugar made him the project manager for the following week with the expectation of him to win. The following week, he lost as project manager and was fired.
Gabrielle
Beware the Nice Ones: Especially in the former weeks, she wasn't afraid of defending herself in the boardroom.
Not So Above It All: A Nice Girl for the most part, even by the standards of a generally well-behaved cast, but she got into quite the fierce argument with Bilyana in the first task's boardroom.
The Pollyanna: Often very enthusiastic and optimistic; especially about anything creative.
Romance on the Set: With Nick. Luckily, it didn't seem to hinder either of their performances on the show.invoked
The Scapegoat: Laura attempted to make her this in the fourth week, claiming that the failure of the task was due to the overspending of materials. While it was true that the team had seriously overspent, Lord Sugar felt that Gabrielle was unfairly picked upon, and fired Jane instead.
Jenna
Tragic Mistake: Was emerging as a real contender as the season went on, but blew it spectacularly in Week 9 by ignoring Ricky's instructions and producing an awful advert that single-handedly torpedoed an advertising campaign that otherwise would have won.
Laura
Dark Secret: During filming of the Week 3 task she was informed that her former fiancé had been murdered while on holiday, which she kept secret even from the other candidates until after she had been fired.
Never My Fault: Was convinced that the loss in Week 4 was in no way, shape or form her fault, even though as project manager she authorized the team to spend huge amounts of money on customizing their items, which cost them the win.
Teeth-Clenched Teamwork: In the fifth week. While the entire sub team was a mess, herself, Duane and Nick were practically dysfunctional. Especially during and after the filming on the fitness video, when Duane refused to listen to anybody's ideas or opinions that didn't consist of praise and the two argued in the car ride back.
Azhar
Bystander Syndrome: Brought into the boardroom - and fired - mostly because of his lack of contribution in tasks six and seven.
The Cassandra: In Week 7 he repeatedly (and correctly) complained that Jade had no strategy and was just repurchasing stuff essentially at random rather than identifying what sold well. Lord Sugar still fired him anyway, feeling that he had spent too much time complaining and not enough time selling.
The Scapegoat: In the seventh week, Jade placed majority of the blame on him for interrupting and annoying her. He ended up being fired that week.
The Stoic: Came across as quite distant and didn't seem to show much emotion during his time on the show. Brought up in Your're Fired when he won as project manager in the second week, he looked utterly nonchalant.
Out-of-Character Moment: The entire fitness video during week five. While Azhar was generally quite reserved and, well, stoic, he played the role of a rather lively, colourful 80's fitness instructor, complete with quips to the camera and a pair of impossibly short shorts. The video had Narm Charm, and won against the other teams generically bland video.
Katie
Dumb Blonde: Not exactly; though she did come across as utterly lost in the first week, and while she proved to be a reasonably competent project manager in the third week, she severely under-performed in the sixth week and was fired.
Elimination Houdini: A rare self-acknowledged example, as she openly admitted that she'd have been fired after the first task if not for Bilyana's unwitting Suicide by Cop in the boardroom.invoked
The Scapegoat: Jane tried to turn her into this in Week 2, for no reason other than she thought Katie was the team's weakest member, but Lord Sugar noticed this and shot her down before she could even announce who she wanted to bring back.
Duane
Dude, Where's My Respect?: Despite devising the winning product in the second week, he was exhorted by Stephen not to speak during any of the pitches. He still jumped in when one of the pitches was failing, which resulted in them receiving more orders and winning the task.
Spear Counterpart: To Jenna; like her he was looking like a serious competitor, but got taken down by producing a really poor advertising video.
Teeth-Clenched Teamwork: In the fifth week. While the entire sub team was a mess, himself, Laura and Nick were practically dysfunctional. Especially during and after the filming on the fitness video, when he refused to listen to anybody's ideas and or opinions that didn't consist of praise and the two argued in the car ride back.
Jane
Achilles' Heel: Really lacked in sales skills, which ended up getting her fired in the fourth week.
Hypercompetent Sidekick: While she was subtly ignored in the condiments task, Nick Hewer congratulated her on her organisation of the production line, which is one of the areas where the rival team fell short.
Ignored Expert: Despite running a successful restaurant, a majority of her suggestions were ignored during the condiments task in the third week. She was even passed over the role as project manager — though likely because she had performed poorly as project manager on the previous task — which could have saved her in the following week if she managed to secure a win.
No Social Skills: Came across this way when attempting to sell in the fourth week, with Karren even pointing out how she seemed to come across as passive aggressive and overly enthusiastic.
Reality Show Genre Blindness: Nearly committed one of the cardinal Apprentice sins by indicating her intention to bring back Katie in Week 2, simply because she didn't like Katie and thought she was a weak candidate. She ended up making this intention so obvious in the initial boardroom that Lord Sugar indirectly warned her not to do it, and so she brought back Jenna (who was more directly at fault for the loss) instead.
Wrong Genre Savvy: Prior to coming on the show she had an incredible CV, founding and running hugely successful multinational businesses. On the show however, it was clear that she was out of touch with how a smaller business would operate, evidenced by her attempt to persuade Amazon to order a million splash guards on the second task.
Michael
Bystander Syndrome: Fired largely due to his lack of contribution, which meant there was little he could fall back on when he did poorly as sub-team leader in Week 3.
The Generic Guy: Lampshaded by the other candidates on You're Fired, with Adam even saying that half of the time the other men forgot he was actually there.
The Scapegoat: To a degree; the team was really dead and buried from the get-go in Week 3 due to Ricky's sub-team producing such a small amount of sauce. On the other hand, Michael's trade sales sub-team failed to shift even the small amount of bottles that they did have, making it doubtful whether or not they'd have been able to sell more bottles even if they had them.
Skewed Priorities: Thought that sticking to the guideline price on their tomato sauce at all costs was more important than actually getting a large order, even though the order was for several hundred pounds and the amount they would have lost by budging from the guideline price was only about £5.
Maria
The Ditz: She really didn't seem to have a clue about anything that was going on in the competition, and even fell asleep during an important discussion.
Somewhat justified as she was the youngest candidate not only in this series, but also in the entire run of The Apprentice at the age of 20.
Motor Mouth: Just couldn't keep her mouth shut in the boardroom, and her interrupting Lord Sugar right before he made his decision — even though he didn't originally intend to fire her — resulted in her being fired.
The Scapegoat: Gabrielle tried to make her this for the first task. Lord Sugar actually didn't buy into it, and was going to fire Katie... until Bilyana opened her mouth and inadvertently got him to fire her anyway.
Narm Charm, and won against the other teams generically bland video.
