A non-apology apology is a statement that has the form of an apology but does not express the expected contrition. It is common in both politics and public relations. It most commonly entails the speaker saying that he or she is sorry not for a behavior, statement or misdeed, but rather is sorry only because a person who has been aggrieved is requesting the apology, expressing a grievance, or is threatening some form of retribution or retaliation.
An example of a non-apology apology would be saying “I’m sorry that you feel that way” to someone who has been offended by a statement. This apology does not admit that there was anything wrong with the remarks made, and additionally, it may be taken as insinuating that the person taking offense was excessively thin-skinned or irrational in taking offense at the remarks in the first place.
Statements that use the word “sorry” but do not express responsibility for wrong-doing may be meaningful expressions of regret, but such statements can also be used to elicit forgiveness without acknowledging fault.