In the new unauthorised biography The Intimate Life Of Simon Cowell, penned by author Tom Bower, several of Cowell's past affairs including one with former X Factor judge Dannii Minogue, were revealed.
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Cowell said at last night's (April 25) event at the Serpentine Gallery in London: "I wish to publicly apologise to anyone I embarrassed."
The Sun reports that he added: "Ten years ago, if I had read someone would be writing a book about me saying I made loads of money and shagged loads of girls I would have said, 'Great!'"
Cowell also said that he and Bower are friends despite his own mortification over the revelations in the book.
"I spent the week hiding under a pillow," he recalled. "I knew it was bad because friends were sending me sweet messages saying, 'Are you okay?'"
Cheryl Cole, who Bower writes that Cowell was supposedly "mesmerised" by, is said to be planning her own tell-all autobiography in which she will reveal what it was like working on The X Factor.
Cowell is currently gearing up for the second season ofThe X Factor USA, which Britney Spears is reportedly in final negotiations to join.