What's the point of a public apology?

There has been a spate of public apologies recently, from Apple to Alan Jones, and while companies shouldn't always say sorry, it should be sincere if they're going to.

T’is the season for apologies. The latest spate of them shows that the case for public apology from a manager or business is usually not that well thought through or well delivered. We are now in the era of the non-apology apology, what New York Times writer William Schneider called the "past exonerative” where people seem to apologise without taking responsibility (as in "I’m sorry if what I said offended you”).

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