Quote from Anaconda:
Not sure if you ever watched the first season but it was loaded with drama, bickering and obnoxious personalities. Omarosa anyone?
But less time was spent on it. In the first few seasons, the focus was more on the tasks and less on personality conflicts and people bitching at each other in the "boardroom". In the last season, half the damn show was the boardroom screaming match.

You could see that Trump thought that the obnoxious people would lead the way to success. Whether it was Omarosa or that guy who offered 100K to Trump to work for him, he kept supporting the lowest aspects of the show.
The concept was good enough to spawn Tommy Hilfeiger (or however you spell his last name) and Martha Stewart to launch a similiar series. Even Hell's Kitchen borrowed some ideas.