It seems to be how H&M operate. They do what they want to do, even though they know they will get critique, and then they apologize.
It's like a kid, stealing and eating candy, then saying they are sorry. They still got the candy and that was what mattered. Apologizing is easy when you've already got what you wanted.
So, H&M is once again apologizing and saying that they have listened to the critique and will keep it in mind in the future. We've heard it before and we've also seen how easy it is for them to do what ever they want the next time too.