Why Kenneth Cole's Apology Stinks

This morning, clothing designer Kenneth Cole stepped in it when he Tweeted this:

Ugh. After the predictable (and well-deserved) negative media attention ensured, he Tweeted this:

That did little to stop the on-line frenzy caused by his insensitive Tweet, so he posted the following message on Facebook this afternoon:

“I apologize to everyone who was offended by my insensitive tweet about the situation in Egypt. I’ve dedicated my life to raising awareness about serious social issues, and in hindsight my attempt at humor regarding a nation liberating themselves against oppression was poorly timed and absolutely inappropriate.” – Kenneth Cole, Chairman and Chief Creative Officer


Mr. Cole’s apology is far from ideal, and he should have done better in at least three places: 
1. Passive Responsibility: The wording “…to everyone who was offended…” is too passive. He should have explicitly said, “My insensitive tweet this morning was offensive, and I apologize.”
2. Made Excuses: He needed “hindsight” to know his “attempt at humor” was wrong? His moral compass is so bent that he thought it was appropriate in the first place? So appropriate, in fact, that he had time to create a URL with the word “Cairo” in it? It would have been far better for him to simply have said, “I offer no excuses. It was a stupid and insensitive thing to do, and it will never happen again.”
3. Bad Wording: Why use the phrase “poorly timed?” When, exactly, would that tweet have been “well-timed?”
These may seem like small points, but Mr. Cole’s defensive crisis statement will likely leave his critics unsatisfied. And, as a result, his brand will suffer more negative press than necessary.