He apologized after because he succumbed to unnecessary pressure to strike back when the energy was misguided altogether. He never wanted to say what he said to Kendrick but he got pushed to, which was out of character for him. If this was a battle based on lyrical skill, I'm sure Cole would've invited K Dot to hop on a track with him and let the fans decide. But just like how Drake and Kendrick played out, he would've had to up the pettiness if he kept going this particular route. Plus if he kept that track up, the energy he never wanted out in the first place would've still been lingering. To me, Cole's mistake was not reaching out to Kendrick first and reading the room before going in.... I feel like the apology was warranted there. It's a battle rap faux pas for sure, but it's also a grown man making a grown man decision... there shouldn't be an "issue" at all.