When you make a mistake or hurt someone an apology is called for, but apologies don't mean anything if you keep doing what you're sorry for. If you are truly apologetic then you will take special care to make sure that you do not repeat the damaging or hurtful actions that lead to the need for an apology. Too many people today say they are sorry without really meaning it or thinking about their actions, and they turn around and repeat the same behaviors time and time again. Saying I'm sorry is easy, but actually reflecting on the wrong that you have committed and making a conscious effort to stop the behavior takes a lot more effort. If you continuously hurt someone or cause damage then eventually your apologies will mean nothing at all.

If you are truly sorry then an apology is a start, but it should not end there. You need to address the words or actions that caused the damage or hurt feelings to ensure that this does not happen again in the future. An apology is just words, and these words are meaningless if the right emotions are not behind them. Sometimes people say they are sorry just to end a controversy or dispute, others may say the words just to make the peace. If you continue with the same actions and behaviors the apology does not really mean anything though, and you will continue the same cycle over and over again instead of changing things in a positive way.