To say sorry can be tricky.
How not to say sorry
Sorry Not Sorry: How to Non-Apologize is a comedian’s perspective on apologising. It tells you how to say sorry without really apologising. “show no self-awareness regarding your actions, and absolutely no real remorse”.
For more bad apologies check this out.
How to say sorry
And here is a Seth Godin perspective on the two key elements of a good apology: compassion and contrition.