BBC The Apprentice - Series 18 (2024) Episode 12 - The Final (18 April 2024)

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After facing a multitude of business tasks and a tough interview, the two finalists, aided by old colleagues, face the task of launching their respective new businesses, produce advertising campaigns and pitching their businesses to a series of industry experts. Phil works to present his plan for an online pie shop, receiving praise for his recipes, but is faced with questions regarding his online delivery strategy, which experts find to be too confusing. Rachel works to open new locations for her fitness studio, receiving praise her business' ability to compete in a crowded market, yet faces questions on its USP. Based on feedback from these presentations, Lord Sugar decides that Rachel Woolford will be his business partner for 2024 for her experience in her proposal's industry, leaving Phil Turner as runner-up due to the complicated aspects of his proposal and having a poor track record.