"I'm sorry I stole from that guy" is an apology. "I'm sorry I hacked your computer without your consent, in violation of privacy law" -- meaning you set a browser cookie -- that's something else.
[0] "According to the watchdog, Google didn't adequately inform users about its data collection processes, nor did it obtain consent or tell users how long cookies would be installed on their machine."
http://www.engadget.com/2014/01/08/google-privacy-cnil-fine/
[1] https://www.hnsearch.com/search#request/all&q=eu+cookie&sort...