( CNN ) -- Disgraced L.A. Clippers owner Donald Sterling dug himself in even deeper during an interview with CNN 's Anderson Cooper on Monday night . Sterling purportedly went on CNN to apologize for his appallingly racist rant that V. Stiviano , an attractive young woman whom Sterling calls a `` friend , '' had audiotaped and released almost two weeks earlier . After the team publicly protested his actions and the NBA fined him and banned him from basketball for life , Sterling had a lot to apologize for , and in the interview with Cooper , he apparently gave it his best shot . Unfortunately for Sterling , though , he only succeeded in confirming the worst that everyone already thought of him . Sterling 's `` apology '' was about as bad as it gets . Although he claimed to be `` so apologetic , '' his expressions of regret morphed immediately into pleas for forgiveness and self-justification . He cited his 35 years in basketball to argue that he was entitled to `` one mistake , '' a blatant bid to retain ownership of the Clippers that was apparently based on the erroneous assumption that experience trumps bigotry . He effectively denied responsibility for his offensive behavior by accusing Stiviano of `` baiting him , '' as if any provocation could justify his racist diatribe . For some inexplicable reason , he leveled another blistering attack at Magic Johnson , a beloved sports hero whose foundation has raised millions to promote HIV/AIDS awareness and provide mentoring and scholarships for minority students , arguing that Johnson had n't done enough for the black community . Astonishingly , Sterling then blamed Johnson 's advice for his failure to come forward soon after the recordings became public . Sterling is an adult , with access to clocks and calendars . He did n't need Johnson to tell him that his opportunity to apologize credibly was quickly slipping away . Although Sterling 's performance Monday night was so utterly abysmal as to call his mental competence into question , the failure of his apology lies not in his delivery but in his intent . Apologies are n't about public relations , they 're about human relations , and they 're an essential part of maintaining the mutual respect and consideration that people owe to each other no matter how much wealth or power they might have . An apology can succeed only if it is sincere . To apologize effectively , Sterling would have to be sincerely sorry for the pain he inflicted . Sadly , it was pretty apparent Monday night that he 's not . No amount of self-serving blather could cover up his fundamental indifference to the feelings of those he hurt . For all his pratfalls Monday night , Sterling got three things right . Opinion : The 5 apology rules that Sterling broke . First , although he did his best to backpedal , he admitted that he had said the ugly things that Stiviano caught on tape . That has serious implications for the L.A. Clippers and the NBA . Basketball players , like other employees , are entitled to protection from illegal employment discrimination . Sterling may deny being racist , but his words say otherwise , and his continued association with the team would call the intent behind every management action into question . The Clippers and their fans do n't deserve to see the team mired in allegations of discrimination and threats of litigation . Sterling has become a serious legal risk , and for the good of the game , he really needs to step down . Second , Sterling was right that a protracted lawsuit over his continued ownership of the team would benefit no one . Litigation is rarely the best way to solve problems , and this would be an expensive , ugly fight that no one would win . It was heartening to hear Sterling say that he 'll abide by whatever decision his fellow owners reach . One can only hope that he wo n't change his mind . Third , and most important , Sterling was right when he admitted that he 'd hurt a lot of people : his ex-wife , the team , the fans , the NBA and everyone else who believes that racism has no place in a decent society . What he does n't seem to understand is that the feelings of other people matter , and to deliberately injure other people by pretending that their skin color makes them `` inferior '' is downright shameful . The words hurt , and the attitude behind them hurts still more . Sterling has every reason to be sorry for what he said and still sorrier for the unexamined arrogance that led him to say it . He owes a lot of people an apology , but until he gets his mind right , anything he says will simply do more damage . It 's time for Donald Sterling to step away from the Clippers and spend some time examining his prejudices . Until he 's humbled enough to apologize sincerely , though , it would be better for everyone , himself included , if he 'd just keep mum .
Lauren Bloom : Sterling 's self-serving apology confirmed the worst everyone thinks of him . Bloom : His pleas for forgiveness and self-justification were a blatant bid to keep Clippers . His excuse ? He was `` baited . '' She says attacking Magic Johnson is big mistake . Bloom : What he got right : Admitted he said ugly things , hurt people , lawsuit too costly .