Read the screenplay: FANNIEGATE β€” $7 trillion. 17 years. The biggest fraud in American capital markets.β†’

A Public Relations Masterclass

The Celebrity Apology
Template Generator

How Famous People Say "Sorry" (They Don't).
Every celebrity apology follows the EXACT same template, just with different nouns. We decoded the formula.

22+ Celebrities1 Template0 Sincerity∞ PR Firms

πŸ“‹ THE TEMPLATE

The universal celebrity apology formula. Exposed.

CLASSIFIED

"I want to [ADDRESS / NOT ADDRESS] the recent [SITUATION / MISUNDERSTANDING / THING I DEFINITELY DID].

First, let me say that [THIS IS NOT WHO I AM / I WAS TAKEN OUT OF CONTEXT / MERCURY WAS IN RETROGRADE].

I am [DEEPLY SORRY / ON A JOURNEY / ENTERING REHAB (preventatively)].

I want to thank [MY FANS / MY TEAM / MY LAWYERS] for their support.

I will be taking [A BREAK / TIME TO REFLECT / A VACATION TO BALI THAT WAS ALREADY PLANNED].

[INSERT NAME] out. ✌️"

Works for: actors, musicians, influencers, tech CEOs, athletes, politicians, and anyone with more than 500K followers.
Does NOT work for: normal people, who must face actual consequences.

πŸ† The Apology Tier List

From "Genuine" to "Not Sorry" β€” where does your favorite celebrity land?

Genuine
πŸ’ͺ Dwayne 'The Rock' Johnson🐝 Nicolas Cageβœ‰οΈ Martha Stewartβ›ͺ Mark WahlbergπŸ€™ Matthew McConaughey🌿 Snoop Dogg
Performative
🎬 Tom CruiseπŸ“Ί Oprah Winfrey🎭 Kevin Hart😏 Ryan ReynoldsπŸ”‘ DJ Khaled
Notes App
🎡 Taylor SwiftπŸ–οΈ Will SmithπŸ“± Kim KardashianπŸ€ LeBron James😢 Pete Davidson
Lawyer-Drafted
πŸ€– Mark ZuckerbergπŸ“¦ Jeff Bezos
Not Sorry
πŸš€ Elon Musk🎀 Kanye WestπŸ‘¨β€πŸ³ Gordon RamsayπŸ•―οΈ Gwyneth Paltrow🐝 Beyonce

Note: "Genuine" is a relative term. On a scale of normal-person sincerity, most of these are still a 3.

🎭 The Apologies

The same template. 22 celebrities. Very different levels of remorse.

πŸš€

Elon Musk's Apology

Not Sorry
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent ΜΆlΜΆaΜΆwΜΆsΜΆuΜΆiΜΆtΜΆ misunderstanding. The tweet was intended as satire. Like all my tweets. Even the ones the SEC flagged. Especially those. First, let me say that I was taken out of context by the context itself. I am deeply sorry if the stock price was affected. I am not sorry for being me. I will be taking time to reflect (on Mars). I want to thank my fans, my lawyers, and the mass of Twitter bots that agree with everything I say. Elon out. πŸš€"

Sincerity Rating2/10

Tweeted this as a poll first

Time Before Next Incident: 4 hours

πŸ’ͺ

Dwayne 'The Rock' Johnson's Apology

Genuine
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation with FULL accountability. I am a man of the people and the people deserve better. I woke up at 3:30am to reflect on this. Then I did legs. Then I reflected more. Then I did shoulders. I am DEEPLY sorry. I take FULL responsibility. Here is a video of me working out while being sorry. I am sweating with remorse. Each rep is a lesson learned. I want to thank my beautiful family, my incredible team, and the 380 million people who follow me. I will be taking a break to film three movies simultaneously. The Rock out. Stay hungry, stay humble, stay sorry."

Sincerity Rating9/10

Too sincere β€” somehow makes YOU feel guilty

Time Before Next Incident: Never (this man doesn't make mistakes)

πŸ€–

Mark Zuckerberg's Apology

Lawyer-Drafted
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent data breach. We take your privacy very seriously. [This line is auto-generated.] First, let me say that this is not who we are as a company, despite the 47 previous times this happened. I am working hard to ensure this never happens again, until the next quarterly earnings call requires us to monetize something new. I am deeply sorry. Please continue using our products. We see you're reading this apology on Instagram. Your engagement metrics are appreciated. I will be taking time to reflect inside my $100 million bunker in Hawaii. Zuck out. πŸ‘οΈ"

Sincerity Rating1/10

Reading from a teleprompter behind the teleprompter

Time Before Next Incident: Already happened during this apology

πŸ“¦

Jeff Bezos's Apology

Lawyer-Drafted
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation. This apology will arrive in 2 business days. Prime members will receive it sooner. First, let me say that at Amazon, we are customer-obsessed, and being sorry is part of the customer experience. I am deeply sorry. I've asked the team to write a 6-page memo on exactly how sorry I am. No PowerPoints. I will be taking time to reflect aboard my $500 million yacht, which has its own yacht. I want to thank my shareholders. This apology is also available as an Audible original. Bezos out. ?"

Sincerity Rating3/10

Forwarded the apology with just '?' to 14 VPs

Time Before Next Incident: Same-day delivery

🎬

Tom Cruise's Apology

Performative
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation AND I DID ALL MY OWN STUNTS FOR THIS APOLOGY. First, let me say that I performed this apology at 25,000 feet while hanging off the side of a plane. NO STUNT DOUBLE. I am deeply sorry. I trained for 18 months to deliver this apology. I held my breath underwater for 6 minutes while writing it. I want to thank the entire crew. I will be taking a break to do something even more dangerous than whatever I'm apologizing for. This apology was filmed in IMAX. Tom out. *runs at full speed into the sunset*"

Sincerity Rating7/10

Genuinely sorry but can't stop mentioning the stunts

Time Before Next Incident: Impossible (pun intended)

🎀

Kanye West's Apology

Not Sorry
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to NOT address the recent situation. First, let me say that I am NOT sorry. Actually, I'm a genius. The situation was art. You don't understand art. That's YOUR problem. I am the greatest apologizer of all time. This is the greatest apology of all time. I talked to God about it and He agrees with me. I will NOT be taking a break. I will be releasing an album about this. It will be called 'SORRY NOT SORRY' and it will debut at number one. I want to thank me, for having the courage to be me. Ye out. Actually I'm changing my name again."

Sincerity Rating0/10

Somehow made it worse

Time Before Next Incident: Negative 2 hours (the next incident started before this one ended)

🎡

Taylor Swift's Apology

Notes App
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent... actually, I wrote a song about it. It's called 'I Knew You Were Trouble When You Quoted Me Out of Context (Taylor's Version).' It's 4 minutes and 37 seconds of me being sorry but also right. First, let me say that the haters are going to hate. I forgive them. The song about forgiving them is on the deluxe album. I will be taking time to reflect, and by reflect I mean re-record this apology so I own the masters. Easter egg: the first letter of each sentence spells 'NOT SORRY.' Tay out. πŸ’•"

Sincerity Rating6/10

Genuinely sorry but will profit from it

Time Before Next Incident: 3-5 business albums

🐝

Nicolas Cage's Apology

Genuine
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address... *stares into middle distance for 45 seconds* ...the RECENT... *voice drops to a whisper* ...situation. NOT THE BEES. Sorry. Where was I. First, let me say that this is not who I am. Unless you WANT it to be who I am. I can be anyone. I was literally everyone in that one movie. I am DEEPLY, COSMICALLY, EXISTENTIALLY sorry. *suddenly screaming* I WILL STEAL THE DECLARATION OF INDEPENDENCE TO PROVE HOW SORRY I AM. I will be taking 9 minutes to deliver the most unhinged, sincere apology in human history. *crying* I mean every word. *laughing* I don't know why I'm laughing. Nic out. *does not leave*"

Sincerity Rating11/10 (?!)

Too much sincerity. Broke the scale. Someone stop him.

Time Before Next Incident: He's already filming 4 movies about it

πŸ“Ί

Oprah Winfrey's Apology

Performative
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation, and I'm turning this apology into a two-part special. First, let me say that I sat with this. I journaled about it. I called Gayle. I called Gayle again. We cried together. I am deeply sorry. YOU get an apology! YOU get an apology! EVERYBODY GETS AN APOLOGY! *checks under seats* There's an apology under your chair too. I will be taking time to reflect in my garden in Maui, which is the size of a small country. I want to thank my viewers, my truth, and my SuperSoul Sunday. Oprah out. But first, a word from our sponsors."

Sincerity Rating8/10

Sincere but somehow turned your trauma into her brand

Time Before Next Incident: Next sweeps week

πŸ–οΈ

Will Smith's Apology

Notes App
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent... *deep breath* ...slap. First, let me say this is not who I am. Except on March 27, 2022, when it was briefly exactly who I was. On live television. In 4K. In front of everyone I've ever respected. I am deeply sorry. I have gone on a spiritual journey. I went to India. I talked to monks. The monks asked me about the slap. I cried on a YouTube video about it. The YouTube video is 28 minutes long. There is no skip button. I will be taking time to reflect and also film Bad Boys 4 because rent is due. Will out. Keep my apology out your mouth. Sorry. That was the last one."

Sincerity Rating7/10

Actually sorry but the memes won't let him forget

Time Before Next Incident: He's been suspiciously well-behaved since

🎭

Kevin Hart's Apology

Performative
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation, which is ALSO somehow a Netflix special. It's called 'Kevin Hart: I'm Sorry (But Also Here's An Hour of Material About It).' First, let me say I've GROWN. I'm a different person now. I grew 2 inches emotionally, which is more than I'll ever grow physically. *audience laughs* See? Growth. I am deeply sorry AND this apology is brought to you by my new movie, my shoe line, and my tequila brand. I will be taking a break that lasts approximately 11 days before my next project drops. Kevin out. *does another Netflix special about this apology*"

Sincerity Rating5/10

Can't tell where the apology ends and the material begins

Time Before Next Incident: As soon as the special drops

πŸ‘¨β€πŸ³

Gordon Ramsay's Apology

Not Sorry
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent β€” oh for FUCK'S SAKE, do I really have to do this? Fine. FINE. First, let me say that the person I insulted had it COMING because their risotto was RAW. IT WAS RAW. I am... *grinds teeth* ...deeply... *physically struggles* ...sorry. There, I said it. Happy? This apology is BLAND. It needs SEASONING. I would send this apology back. I will be taking a break β€” WHO AM I KIDDING, I have 14 shows to film. I want to thank absolutely nobody because you're all DONKEYS. Ramsay out. IT'S FUCKING RAW."

Sincerity Rating1/10

The apology is just more insults

Time Before Next Incident: He's already yelling at someone new

βœ‰οΈ

Martha Stewart's Apology

Genuine
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation, which I have calligraphed onto handmade linen stationery using ink I pressed from berries in my garden. First, let me say that I folded this apology into a decorative swan. It's a Good Thing. I am deeply sorry. I learned a lot about being sorry during my time at β€” well, let's not discuss that. I will be taking time to reflect while making artisanal jam and building a pergola by hand. I want to thank Snoop, who told me to 'keep it real.' I didn't fully understand but I appreciated the energy. I will be posting a tutorial on how to hand-letter your own apology. Martha out. The apology has been garnished."

Sincerity Rating6/10

Handwritten on personalized stationery, sealed with wax

Time Before Next Incident: She's unbothered either way

πŸ“±

Kim Kardashian's Apology

Notes App
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation in a 47-part Instagram story. First, let me say *crying filter* this is SO not who I am. Like, literally. My brand is about empowerment and also shapewear. I am deeply sorry. I discussed this with my therapist, my publicist, my lawyer, my other lawyer, and Kris, who said to 'turn it into a storyline.' I will be taking time to reflect and by reflect I mean film this reflection for Season 14. I want to thank my fans, my followers, and whatever algorithm is showing you this. Kim out. Use code SORRY20 for 20% off SKIMS."

Sincerity Rating3/10

Apology has a discount code embedded

Time Before Next Incident: Next episode

😏

Ryan Reynolds's Apology

Performative
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation, but first β€” have you tried Aviation Gin? It's smooth. Like this apology. Which I also own. The apology, not the situation. Though Mint Mobile could save you up to β€” sorry, where was I. First, let me say this is not who I am. Well, it IS who I am. That's the problem. I'm deeply sorry in a charming, self-deprecating way that makes you forget what I'm apologizing for. Hugh Jackman did it worse. I will be taking time to reflect, and by reflect I mean make this apology into a viral ad. Ryan out. This apology was brought to you by Mint Mobile. *winks*"

Sincerity Rating4/10

You liked the apology so much you forgot the crime

Time Before Next Incident: He's already writing the ad

πŸ•―οΈ

Gwyneth Paltrow's Apology

Not Sorry
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation, which my Goop team has determined was caused by a misalignment of my third chakra. First, let me say this is not who I am. Who I am is someone who sells a $75 candle called 'This Smells Like My Apology.' I am deeply sorry. I've been steaming about it. Literally. Vaginal steaming is very restorative. I will be taking time to reflect in a $15,000 wellness retreat where I will eat nothing for 8 days and emerge more sorry than ever. I want to thank my customers who pre-ordered the Apology Jade Egg. Gwyneth out. Namaste."

Sincerity Rating2/10

Turned the apology into a product line

Time Before Next Incident: Next product launch

πŸ€

LeBron James's Apology

Notes App
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation and I'm taking my apology to South Beach. No wait, back to Cleveland. No wait, to LA. First, let me say that I am just a kid from Akron who made a mistake. I've been studying the apology film. I watched 14 hours of tape on how to say sorry. My apology IQ is off the charts. I am deeply sorry. The decision to be sorry was made on a one-hour ESPN special. I will be taking time to reflect and post cryptic quotes on Instagram that may or may not be about this. I want to thank my team. LeBron out. #JustAKidFromAkron #StriveForGreatness #SorryNotSorryButActuallySorry"

Sincerity Rating6/10

Wrote a 3-part Instagram essay about accountability

Time Before Next Incident: Next passive-aggressive subtweet

β›ͺ

Mark Wahlberg's Apology

Genuine
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation. I woke up at 2:30am. Prayer at 2:45am. Apologized at 3:00am. Cryo chamber at 3:15am. Golf at 4:00am. More prayer at 5:00am. I am deeply sorry on a schedule and the schedule cannot be altered. First, let me say I discussed this with God during our 2:45am meeting. He's cool with it. I will be taking time to reflect, but only between 6:15am and 6:22am because that's the reflection slot. I want to thank my trainer, my pastor, and the Wahlburgers franchise. Marky Mark out. Say hi to your mother for me."

Sincerity Rating5/10

Apologized at 2:47am, had a protein shake, moved on

Time Before Next Incident: Not in the schedule

πŸ”‘

DJ Khaled's Apology

Performative
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation. ANOTHER ONE. First, let me say WE THE BEST APOLOGIZERS. I am deeply sorry. MAJOR KEY ALERT: being sorry is a key to success. I called Drake. Drake said it's fine. I called Jay-Z. Jay-Z didn't pick up but that's okay because WE THE BEST. They don't want us to apologize. So we're going to apologize MORE. I will be taking time to reflect on my jet ski. Another key πŸ”‘: always reflect on a jet ski. DJ Khaled out. WE THE BEST SORRY. GOD DID. And by God I mean my publicist."

Sincerity Rating4/10

Yelled the apology into existence

Time Before Next Incident: ANOTHER ONE

πŸ€™

Matthew McConaughey's Apology

Genuine
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent... *leans back, squints at horizon* ...well, you see, I've been thinkin' about what 'sorry' really means. And I think... *long pause* ...sorry is a lot like a '70 Lincoln Continental. You gotta let it warm up. First, let me say that this is not who I am. Who I am is a man, on a journey, in a Lincoln, driving toward accountability. I am deeply sorry. Alright, alright, alright. I wrote about this in my book, Greenlights. Page 247. I will be taking time to reflect. Shirtless. On a beach. Playing bongos. McConaughey out. *drives away in a Lincoln*"

Sincerity Rating7/10

So philosophical you forgot what he's apologizing for

Time Before Next Incident: Hard to say. He's on a different timeline.

🐝

Beyonce's Apology

Not Sorry
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"Beyonce does not apologize. Beyonce has never apologized. If you believe Beyonce owes you an apology, you are incorrect. However, Beyonce's publicist would like to address the recent situation by noting that Beyonce was, in fact, at a different location at the time, looking incredible. First, let Beyonce's publicist say that Beyonce operates on a plane of existence where apologies do not apply. This statement is the closest you will ever get. Beyonce will be taking time to not reflect because there is nothing to reflect on. The Beyhive will handle this from here. You have been warned."

Sincerity Rating0/10

The Beyhive has already handled this. Check your mentions.

Time Before Next Incident: Beyonce does not have incidents. You have incidents.

🌿

Snoop Dogg's Apology

Genuine
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"Yo I want to address tha recent... *exhales*... situation, ya dig? Fo shizzle my apolo-gizzle. First, let me say that I was vibin' and the vibes got misinterpreted, cuz. I am deeply sorry, nephew. I discussed this with Martha and she said I should write it on nice paper but nah. I will be takin' time to reflect. And by reflect I mean cook with Martha on our show, which is Season 47 now somehow. I want to thank tha fans, tha Dogg Pound, and whatever Olympic event needs a hype man. Snoop out. *coaches another random sport*"

Sincerity Rating8/10

You literally cannot be mad at this man

Time Before Next Incident: He's somehow universally loved now, so never

😢

Pete Davidson's Apology

Notes App
Notes
β€” Posted via iPhone Notes App at 2:47 AM

"I want to address the recent situation lol. First, let me say that this is not who I am, but also who I am is kind of a mess and that's my whole thing. I am deeply sorry. I talked to my therapist about this. My therapist said I should apologize. My other therapist disagreed. My third therapist is my tattoo artist. I now have 'SORRY' tattooed on my neck. I will be taking time to reflect and also date someone way out of my league, which will somehow generate more controversy than whatever I'm apologizing for. Pete out. I'm moving to my mom's basement. Again."

Sincerity Rating6/10

Self-aware enough that you almost feel bad for him

Time Before Next Incident: Next relationship announcement

πŸ“± The Notes App Apology Hall of Fame

The iPhone Notes app: official platform of insincere remorse since 2017.

The Classic

Screenshot of Notes app. Default font. No title. One paragraph. Posted at 3 AM. Contains the phrase 'I need to do better.' Zero formatting. Maximum deflection.

Frequency: 47% of all celebrity apologies

The Overachiever

Three pages long. Bullet points. Headers. Somehow has footnotes. You suspect their PR team wrote it in Google Docs and copy-pasted it into Notes for 'authenticity.'

Frequency: 23% of all celebrity apologies

The Typo Special

Contains at least one typo that proves they actually wrote it themselves. The typo somehow becomes the bigger story. 'I am deeply sorey' trends on Twitter for 48 hours.

Frequency: 18% of all celebrity apologies

The Screenshot-of-a-Screenshot

Posted as a screenshot, but you can see it's a screenshot of a screenshot because there's a battery icon from a different phone at the top. Evidence of a multi-device PR operation.

Frequency: 12% of all celebrity apologies

Fun Fact: The iPhone Notes app has been used for more public apologies than any other platform in human history. Apple has considered adding an "Apology Template" button but decided it would be "too on the nose." Tim Cook has neither confirmed nor denied this.

πŸ”„ The Celebrity Apology Lifecycle

Every scandal follows the same seven stages. Always.

1

The Incident

Celebrity does/says something. It is filmed in 4K from 11 angles. Someone tweets it.

Duration: 0.3 seconds to go viral

2

The Silence

Celebrity goes dark on social media. PR team convenes emergency meeting. A crisis management firm is hired. Its hourly rate has 4 digits.

Duration: 6-48 hours

3

The Notes App

A screenshot of the iPhone Notes app appears. It contains every phrase from The Template. It is posted at 2 AM for 'authenticity.'

Duration: Posted at 2:47 AM specifically

4

The Interview

Celebrity sits down with a sympathetic interviewer. There is soft lighting. There are tears. The tears may or may not be real. The lighting is definitely planned.

Duration: 1-2 weeks after the Notes App

5

The Break

Celebrity announces they are 'stepping away.' They are photographed in Bali 72 hours later, looking unbothered and tan.

Duration: 2-6 weeks (or until the next project launches)

6

The Comeback

Celebrity returns with a new project, a new look, and a well-rehearsed line about 'growth.' Entertainment media publishes 'is it time to forgive [NAME]?' articles.

Duration: 3-12 months

7

The Repeat

See Step 1.

Duration: Inevitable

πŸ“Š Apology By The Numbers

94%

of celebrity apologies contain 'this is not who I am'

2:47 AM

average posting time (for 'authenticity')

$850K

average crisis PR firm retainer (per incident)

6.2 days

average time before being photographed in Bali

❓ Frequently Asked Questions

Questions we anticipated from our legal team.

Why do all celebrity apologies sound the same?

Because they're all written by the same 4 PR firms in Los Angeles. The formula is: (1) vague acknowledgment, (2) claim it's not who they are, (3) thank the fans, (4) announce a 'break' that's actually a vacation. It works every time because we let it.

What is a Notes App apology?

A Notes App apology is when a celebrity posts a screenshot of their iPhone Notes app containing a half-hearted apology. It became the default celebrity apology format around 2018 because it looks 'authentic' and 'raw' while requiring approximately zero effort. The font is always too small and there's always a typo.

Which celebrity gives the most sincere apologies?

Based on our extremely scientific Sincerity Rating system, The Rock and Nicolas Cage score highest. The Rock because he somehow makes YOU feel guilty for making him apologize, and Nicolas Cage because he physically cannot do anything at less than 110% intensity, including being sorry.

Has any celebrity ever given a genuinely good apology?

Theoretically, yes. In practice, any good apology is immediately ruined by (a) a follow-up interview where they explain the apology, (b) a memoir chapter about 'the incident,' or (c) a comeback tour 6 months later where they joke about it. The half-life of a genuine celebrity apology is approximately 72 hours.

Why do celebrities always say 'this is not who I am'?

Because saying 'this IS who I am' would be an even worse PR strategy. The phrase 'this is not who I am' has been used in an estimated 94% of all celebrity apologies since 2015. It is the 'thoughts and prayers' of personal accountability.

Is this page itself an apology?

No. We stand by every word. If, in the future, we need to apologize for this page, we will do so via iPhone Notes app at 2:47 AM, because we are nothing if not consistent.

How much does a celebrity PR crisis firm charge?

If you have to ask, you can't afford it. But for reference, top crisis management firms charge $1,500-$5,000 per hour. For that price, you'd think they could come up with more than 'this is not who I am,' but here we are.

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