A poll of 1,000 adults aged 20-50 found nearly a fifth (18 per cent) don't feel 'comfortable' making an apology, with 15 per cent revealing they don't like admitting when they are wrong.
And 23 percent even feel embarrassed at the thought of apologizing.
Not wanting to re-ignite conflict, having difficulty expressing emotion, and putting it down to principal were also cited as reasons that stop someone saying sorry.
The study was commissioned by HONOR to mark its Magic V3 launch, which has partnered with 78-year-old micro-artist, Graham Short, to issue the world's smallest apology to customers of chunkier foldables.
Those feeling a little disappointed with the large size of their current device from rival brands can read a 166-word apology hand-engraved on the hinge of the 9.2mm thin foldable phone.
Avikar Jolly, CMO for HONOR EUROPE, which has also created a quiz to find out how good or bad people are at saying sorry, said: “Sorry often seems to be the hardest word.
“Even when people don't believe they're in the wrong, an apology can go a long way to demonstrate empathy – especially when there is something better on offer.”
The study found the average 20-50-year-old only says sorry around three times a week – amounting to more than 150 heartfelt apologies a year.
More than four in 10 (41 per cent) claim to typically be the first to apologize – whether they think they are in the wrong or not.
It also emerged that 38 percent have previously said sorry for something without meaning it, and a third have regretted apologizing about a particular thing.
More than three in 10 (31 percent) would rather an immediate apology after a person has done something wrong.
With 15 percent claiming they are not bothered about how they receive it – whether that be on social media or via text message.
The biggest bugbear people have is when someone says sorry but clearly doesn't mean what they say (48 percent).
While 47 percent hate it when they blame it on others – rather than owning up to their mistakes.
And 35 percent dislike it when the other person seems annoyed that they are having to apologize in the first place.
Avikar Jolly added: “Breaking down the barriers of saying sorry can be difficult for a lot of people, especially if pride or fear gets in the way.
“However, a well-delivered apology can transform a relationship as it shows maturity, respect, and a willingness to put the other person's feelings first.
“We know size matters and that we've put foldable owners in a predicament, which is why we wanted to issue a sincere apology to those who might be saddened by the release of the Magic V3.”