Apologies have become a confused commodity in politics. Too often these days they are the easy way out of a mistake, an admission of an error that has not hurt anyone except the person making the apology. Too often, they are demanded by opponents looking to score a political point or by reporters needing a new angle. An apology that has to be requested is devalued, and usually hedged with the phrase, "If anyone has taken offence at what I said".
To suggest the offended are unduly sensitive is ungracious and renders the apology false. The offender is not sorry and concedes nothing. It would be more honest to say so.
Too often, too, an apology has become a rhetorical device. That was its purpose in Mr Cunliffe's domestic violence speech. Much as he might regret it now, the gender apology was not an incidental, throw-away remark. It was not "quoted out of context" as he now claims. It was the intended punchline of his speech. He wrote it personally by all accounts and delivered it with heavy emphasis and furrowed brows. It made the television news, as he must have hoped it would.
To Mr Key and many others, the apology sounded insincere. But it could have been sincere, Mr Cunliffe might really think domestic violence is a male characteristic. However, the rest of his speech recognised that it was unmanly to resort to violence against a woman, which suggests the apology was disingenuous.
The lesson for all politicians is that the apology needs to be restored to a place of gravity. Apologies should not be given or demanded lightly. They should be made only when genuine. The Prime Minister has possibly drawn this lesson when he withholds an apology to Ms Billingsley that he could easily make for political safety. Since he was not personally to blame for her case an apology could feel insincere. If that is the way he feels it is better to say nothing. Silence is at least more honest.