Heinrichs offers two more examples to support his argument: Goodell’s poorly received non-apology to his referees, and Tim Cooks’ apology on behalf of Apple. Because Heinrichs chooses these examples to argue that apologies aren’t always effective, his point gets a little muddled. For example, he suggests that Cook’s apology was a failure, suggesting that it may have contributed to the plummeting value of Apple stocks. However, Heinrichs has no proof that Cook’s apology had anything to do with Apple’s plummeting stocks (indeed, his argument seems a little like a
post hoc ergo propter hoc logical fallacy!). In general, Heinrichs has no concrete proof either that Goodell’s non-apology was successful or that Cook’s apology was unsuccessful, arguably making his argument less convincing than it could be.