Keith Smith, Director of Apprenticeships at the ESFA seeks to remind us all that the purpose of the apprenticeship reforms was to increase the quality of apprenticeships. He states that ‘quality is at the heart of the changes we are making to the apprenticeship system. Our aim has been to fundamentally reform what apprenticeships are, and the long-term opportunities they can provide’. Member’s views will vary on whether this has been achieved but this short article sets out the ESFA’s ambitions for apprenticeship reform.