Our society is saturated in apologies. They're scripted, they're public, and they often feel less than sincere. Political, corporate, celebrity apologies – they can all feel performed. It's not even always clear who they're for. So what purpose do these apologies serve? Because real apologies are not just PR stunts. Not just a way to move on. At their best, they're about acknowledgement and accountability, healing and repair. So how did apology go from a process to a product – and how can we make them work again?