Nick, 69, has been a firm feature on the popular BBC One competition since its inception in 2005 and now claims that contestants have started getting a little too ahead of themselves and acting like movie stars once the show is over.
He told The Mirror: "I think what happens is people go into the Apprentice for the right reasons, and then they go through the process and become famous.
"Suddenly they think they're Brad Pitt, that's the danger. It can go into the wrong direction, people's heads get turned. People can get above themselves."
The TV presenter - who is the current host of Channel 4's Countdown - also noted that Apprentice contestants have begun to take themselves too seriously.
"You watch them ignoring people in the street or being curt and it's not right," he added. "You've got to be able to take the mickey out of yourself."
His comments come as former Apprentice runner-up Luisa Zissman is competing in Celebrity Big Brother, where she has managed to make quite a name for herself by partaking in risqué games on screen and arguing with her housemates.
The feisty brunette has now made it through to the final of CBB, which will take place later this week, and has recently been seen flirting with N-Dubz rapper Dappy in the house.
She appeared on The Apprentice last year, but just missed out on getting hired by Lord Sugar.
The business mogul chose to go with Leah Totton's cosmetic clinic business instead of Luisa's Bakers Toolkit company.
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