I don't think anyone would say an apology is sufficient response. It's only a necessary component of a full response. But if a company screws up the apology right off the bat (as so many companies do), you can tell that things are not going to turn out well for them. So it's pretty interesting that so many companies (and individuals) write such bad apologies, so much so that it's pretty rare to see an apology even as good as this one.