The list of celebrities who have used iPhone Notes app to apologize in recent months is, well, long. What’s the appeal? False intimacy: “Sometimes statements include grammatical and spelling errors, or profanity, which function (perhaps unwittingly) as rhetorical devices, making the authors seem not only unpretentious but fallibly human. Their notes also frequently employ clichés of spoken apologies: ‘from the bottom of my heart,’ ‘profoundly,’ ‘I wish I knew then what I know now,’ and so on.” – The New York Times