The Apprentice boss Alan Sugar has stressed he has no plans to leave the show, saying: "As long as the BBC want to screen The Apprentice I will do it for them."
Sugar's comments follow an interview given by his The Apprentice colleague Nick Hewer, in which he speculated that the multi-millionaire could decide that the 10th series would be his last.
Countdown presenter Hewer told Radio Times: "He won't get bored. But he is all over this show for 12 months of the year, every task, every aspect of the scheduling, marketing, and press - everything... He's very devoted: possibly, I think, to the detriment of his other business interests."
Hewer continued: "I wouldn't be surprised if at some point after 10 years he said, 'Actually lads, I think I've done my bit'."
"Lord Sugar wanted to do this because he had been travelling up and down the country for the then Chancellor Gordon Brown, meeting youngsters at universities and schools, telling them about the importance of business."
Hewer added: "He's delivered that in spades. He's done his duty. I'm only speculating, I've got no idea. He might say he's only going to do 11 or 12 series, but then find it hard to walk away because it's his baby."
Hewer said he felt the BBC would be foolish to continue the show without Sugar.
"People would pay to do that job. But as a broadcaster, the BBC would have a really tough decision whether or not to rest this programme," he said.
"If Alan Sugar says, 'Look, I've done my 10 years,' or whatever it is, if he thinks he's done his bit, I think they would be crackers to run it the next year with someone else.
"Rest it for three years, let the memories dim, and then bring it back. But, you know, somebody will say, 'Are you mad? We want those eight million viewers,' or whatever it is. It's a huge show. Nobody wants to say 'cheerio' to such a successful format. That will be a hard decision."