A sincere apology may help to smooth over an offense, but even in the best of circumstances it doesn't negate action itself. I would argue that a flippant apology is actually an even more selfish act, and often only serves to further incense the person on the receiving end. In any case, the words "I'm sorry" are always a poor substitute for simply behaving better.
Friday night. I was waiting for my wife to come home with the pizza dinner and half watching the new season of True Detective. I casually cruised over to Facebook, certain everyone in the world was having a more exciting life than I. When I saw the message from the famed Loraine Hutchins, I knew immediately. I screwed up.