[shawn-butler]

Experimental evidence seems to indicate otherwise[0]. Specifically outside observers punish insincerity (coerced or feigned apologies) more harshly than insensitivity (no apology) and in far greater degree than the wronged party punishes either.

So if there are third parties present, the best strategy is not to apologize unless you are fairly certain it will be viewed as sincere. In the absence of a 3rd party, apology is the winning strategy regardless of sincerity.

I found it interesting that the recipient of the apology is made to feel better not because the wrongdoer cares enough to apologize but because it is an opportunity to be seen by others and affirm one's self-image as magnanimous and gracious by accepting. We are such odd creatures.

The best course of action is to express regret without accepting responsibility unless you actually believe you were at fault.

[0] http://psycnet.apa.org/journals/psp/92/3/418/

[denzil_correa]

Aw man! You have made it sound so complicated. I would say if you are wrong apologize; if not do not. I don't think your apology should be viewed as something against you. If it is; I think you are are working for the wrong organization.