Today's apology won't entirely satisfy Snapchat critics, but is a wise move nonetheless for the young company as it faces perhaps its biggest PR disaster to date.

It's not only that this appology is a day late and a dollar short (which it is) but also that Snapchat, a company whose core product is private messaging, seems to not take privacy as seriously as they should.

Related: iMore can show you how to delete your account.