How to say you're sorry - Jason Fried

There's never really a great way to say you're sorry, but there are plenty of terrible ways.
One of the worst ways is the non-apology apology, which sounds like an apology but doesn't really accept any blame. For example, "We're sorry if this upset you" or "I'm sorry that you don't feel like we lived up to your expectations." Whatever.
A good apology accepts responsibility. It has no conditional if phrase attached. It shows people that the buck stops with you. And then it provides real details about what happened and what you're doing to prevent it from happening again. And it seeks a way to make things right.

Continued here