That they aren't really sorry.

If someone keeps saying ‘I’m sorry’ but doesn’t change, it usually means they either don’t fully understand the impact of their actions or they’re not prioritising making a change. Actions speak louder than words, so repeated behavior after an apology often shows a lack of accountability or respect for your feelings.

They are only saying the words with no intention of changing their behavior. My rule of thumb is that I will not take anything less than changed behavior as an apology.