Which phrase conveys a more heartfelt, sincere apology: I’m sorry or I apologize? The answer depends less on word choice and more on context. Some useful books about the art of apologizing: Sorry About That by Edwin Batistella and I Was Wrong by Nick Smith. On the SorryWatch website, writers Susan McCarthy and Marjorie Ingall weigh in on various apologies in the news. This is part of a complete episode.