That can be really, really hard at first. Apologizing isn’t easy because you’re not just admitting to a failure, you’re opening yourself up for the possibility that your apology will be turned down!

起初这真的是很难，道歉并不是那么容易的一件事，因为一旦你道歉了，就不仅仅是承认自己做错了那么简单，你还要做好准备，你的道歉很可能不被接受哦！

youdao

It seems to me there are two basic mistakes we make when apologizing, and both of them have to do with not really taking responsibility for having done something wrong.

FORBES: Apologize or Lose Your Customers