It's a long time since anyone from Holywood actually impressed me, but today Mark Wahlberg gave an apology for some stupid remarks he made in a magazine interview (http://www.bbc.co.uk/newsbeat/16627609) and here's the important part: "I deeply apologise to the families of the victims that my answer came off as insensitive. It was certainly not my intention." (my emphasis).
Far too many people's apologies replace the work 'that' with 'if'. They just don't get it. If you've offended someone, you're the one at fault, you're the one apologising... so apologise. Don't imply that the offended party are at fault for being sensitive (as suggested by the use of 'if').
Re-read the above apology with 'if' and you'll see what I mean.