That apology, as apologies go, is shit. It is as said a non-apology. And that's arguably another PR blunder on top of the many others that have happened. That said I think it's perfectly obvious why it's come out as it has. Neither Suarez nor, by extension, LFC agree with the verdict given by the FA panel. At the end of the day there is still only the word of Evra against the word of Suarez wrt how many times and in what context the offending word was used. Suarez maintains it was a one time, not intentionally offensive usage in a context where it was ill-advised to use that word (i.e. any English, or even Europea pitch), whereas Evra maintains it was malignly used either 7, 8 or more than 10 times (according to different statements to press and the commission). Seen in that light I can understand why Suarez feels the need to try and protect his reputation, such as it is. That doesn't make it right, even if his version of events is the true one. He should've realised straight off that it was a stupid thing to say and said sorry to Evra at once, in person.