Ever the eager teacher of Life Lessons for America, Obama obliges us by offering a classic example of the non-apology masquerading as an apology.
The rules:
(1) Start with a conditional. “If” is usually best. This reduces the “apology” to meaninglessness at the outset: perhaps an offense occurred, perhaps it did not. It’s all in the eye of the beholder—or the ear of the listener. If the speaker has an opinion on whether he/she erred, he/she is certainly keeping it to him/herself.
(2) Place the locus of the wrongdoing firmly in the perception of the offendee, not the act of the (possible) offender. Never say, “What I said was deeply offensive.” That’s too objective; remember there is no objective truth. The fact that someone took offense is not evidence that what was said was actually offensive.
(3) Reiterate, if necessary, and defend the content of the remarks while suggesting it was only semantics that caused any possible offense. When you do so, be careful to keep to the conditional so that you are actually saying nothing at all: “I may not have worded it properly…” (see Rule 1).
Class dismissed.


