As United Airlines’ stock was taking a hit on Wall Street today, the company’s CEO shifted his stance and apologized for an incident in which the forcible removal of a passenger from a United jet was caught on video.

As we reported previously, United CEO Oscar Munoz initially came out in support of the actions of aviation officers, who are seen on the video dragging a bloody passenger off the plane. You can see the video by clicking here.

“Amid widespread condemnation, Munoz on Tuesday called the incident a ‘horrific event’ and said ‘no one should ever be mistreated this way.’ Munoz promised to come up with the results of a review by April 30,” the Los Angeles Times reports.

The report quotes Munoz saying: “I want you to know that we take full responsibility and we will work to make it right. It’s never too late to do the right thing. I have committed to our customers and our employees that we are going to fix what’s broken so this never happens again.”

The Times notes that the apology “didn’t do much to buoy United Continental Holdings’ stock, which fell slightly more than 1% Tuesday to close at $70.71 a share — the equivalent of a $255 million cut from the company’s market value.”