The tech entrepreneur admitted to owning an iPad, but insisted that the company's rivals are often "streets ahead" in certain areas.
"I've got the iPad, though I'm not really an Apple fan, to be honest with you. I don't wish to say anything bad about them, but they're obviously very, very successful," he told T3 Magazine.
"They're a fashionable product, a cool product to have, and they've been very clever in tying up the apps and iStores and iTunes and all that stuff."
He added: "When it comes to technology, the quality of the reproduction on the telephone, the sensitivity and all that, there are others that are streets ahead of them."
The Apprentice star went on to say that Apple's competitors face an increasingly difficult task because the firm has a stranglehold on the "young fraternity".
He said: "They love them because of the apps that are on there, and of course every time an app writer wakes up on a Monday morning he thinks about writing something for an Apple [product], not for an HTC or a Samsung, so they're always in catch-up mode."
Lord Sugar was honoured for his contribution to technology at the T3 Gadget Awards last month.