You may have noticed as I have how apologies have become much more common in recent years than they were a few years ago. I attribute this to lessons learned and the growing recognition of the necessity of reputation management, particularly in the digital/social media world.
But, when they become routine they also quickly become meaningless. Tony Jacques has an excellent post on this including some good ideas on how to determine when it is in your interest to apologize and when not. In one example he gives, of Brian Williams pseudo-apology for “misremembering” I think it points out the need for caution about conditional apologies. You know the kind. When I have done something wrong and want to apologize to my wife, there is always the tendency to say “I’m sorry, but…” If you are going to apologize, apologize. Don’t use weasel words, don’t make up words, don’t do it half-heartedly. If there is explanation for what happened and why you did what you did, save it for another message, but don’t fall to the temptation to water down your apology.