Yeah, it's always a tradeoff.
I worked at a non-tech fortune 500 for a few years and was able to see the inside of repair/warranty/disputes. These were very high ticket items and the brand was/is very highly regarded for after sales support.
In the employee handbook for repair support staff (the people communicating with clients about the status of their repair/claim) there was a passage similar to the below:
"Apologies MUST NOT acknowledge anything other than the customer's explicit feelings without written acknowledgment of fault from $MANAGER".
I asked a member of that team to decipher WTF that meant, and they showed me an example email. They were only allowed to apologise in the below way:
"Hi bob, we're sorry you feel our product is faulty".
I always found these weasel apologies infuriating in my personal life.