Yes the art of apologizing is becoming a lost art. Many people and some businesses really do not seem to get it. IF you do something wrong apologize and more on and try not to do that again. Saying you are sorry and then doing something like it again or doing the same thing again sends a clear message that no you never were sorry.
I can testify to the ineffectiveness of the "Sorry, but… " described above. When you hear that, the instinct is to immediately go on the defensive. When that happens, it's very difficult to get any sort of cooperation from the involved parties. In my experience, it's better to begin with "I'm sorry" and nothing else. Once that is done, you can air your grievances in a polite and understanding manner. This shouldn't be accusing. More like "I'm sorry. I reacted this way because I felt… If I offended/hurt you, I want to apologize and make things better." Sincerity is key.