JC Penny apologizes ... not really sure for what

This is brutal.  JC Penny says sorry for changing and "come back" ... but doesn't really say why.  It's a tough spot for JCP -- their former identity clearly wasn't working and their new identity is apparently worse.  Seems like they haven't attracted the new customers they wanted but have agitated their old customers.  If you're a dissatisfied customer, is "we heard you" enough?