The midfielder has hugely impressed since joining Newcastle on loan from Arsenal in the search for game time and has played a big role in banishing relegation worries at St James’ Park.
Bruce wants to keep Willock into next term, and it has been suggested Newcastle will have to fork out £20m for a permanent deal.
The Magpies boss insists he is unsure where that figure has come from as his side have not even kicked off talks with Arsenal yet.
“I don’t know where £20m has come from, journalists”, he told a press conference.
“We have not started the conversation with Arsenal yet.”
Bruce is also clear that if Willock does stay at St James’ Park he will be starting games on a regular basis and can shake off the “super sub” tag.
“He doesn’t like being called super sub by the way, and if we can get him for next year, he won’t be a super sub, he’ll be playing.
“I’m pleased for Joe, he has the football world talking about him.
“We’d love to keep him if we can”, Bruce added.
It is unclear under what terms Arsenal will let Willock return to Newcastle in the summer, but it has been claimed in some quarters the Magpies will look for another loan.