Ryanair chief executive Michael O’Leary has issued an apology after previously comparing competitor airlines to “rapists”.

The airline boss addressed the controversy directly in a video message, responding to the fallout surrounding his use of the phrase “high-fare rapists” when speaking about rival carriers.

In the video statement, O'Leary acknowledged the backlash to his comments, stating that his remarks had caused “considerable upset and offence”.

The remarks in question involved O'Leary previously drawing a direct comparison between competing airline businesses and “rapists” in relation to their airfares and industry competition.

Rather than issuing a standard written statement through a company spokesperson, the Ryanair chief executive recorded a direct video message to formally deliver his retraction and address the public reaction.

O'Leary's admission that his language caused “considerable upset and offence” marks a clear acknowledgement from the top of the airline that the remarks crossed the line.

For passengers and observers following the story, the chief executive's decision to issue an apology on video puts him directly on record regarding the inappropriate nature of the comparison.

What the available reports do not detail is the exact original setting in which the comparison was first made, nor has there been any further comment published on whether competitor airlines have formally responded to the apology.

We also do not know yet whether any additional statements will be issued by Ryanair or its board regarding the matter beyond O'Leary's recorded message.

As with any high-profile corporate apology, the focus now turns to how the airline industry and the traveling public respond to the chief executive's comments.

I'll be following this one — check back for updates.