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Some people just say it and continuously say it over and over again thinking it works.
If you apologize, then don't do it again so casually, and sincerely mean it.
And if it's really bad, do something to make up for it, it doens't have to be expensive, just thoughtful. The worst thing is pricey, thoughtless gifts, unless you're dealing with a materialistic person.
But it depends on how bad it is already, if it's like what Graeme S said, then you've probably already overused your sorries and it means jack right now.
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