Lots of people do nasty stuff constantly then offer a flip "oooh I'm sorry" - and you know they don't mean it and couldn't give a toss. It takes guts to really think about something you've done, take responsibility for it and apologise, genuinely, for your part in it. But I also think an apology has to go hand in hand with a change in behaviour - or at least a plan to. No point saying you're sorry and doing the same old stuff. In my opinion that means you're not sorry.