I don't think it is hard for men to apologize. If he realizes his mistake and cares about the people hurted, he is certainly to say sorry. There is no much difference between men and women in such matter. It is not matter of face.
Indeed it is not that hard for man to say sorry when he is wrong. In my opinion, the man who can admit his fault and say sorry is more attractive than those who never appologise. A man of good quality is so genttle and appeal girls' attraction.