In a surprise turn of events, Simon unexpectedly turned up at the launch of Tom Bower's unofficial biography "Sweet Revenge - The Intimate Life Of Simon Cowell" at London's Serpentine Gallery last night.

Dressed to impress in a sharp suit and tie, Simon took the opportunity to apologise to his family and those embarrassed by the contents of what has been an explosive new book. He said: “I wish to use this opportunity to make a public apology to those who I embarrassed.

"I have to apologise to members of my family.”

Simon didn't seem TOO upset by the contents though, as he cheekily added "“However, 10 years ago, if I knew someone would be writing a book about me saying I’d made loads of money and s****ed loads of girls, I would have said, ‘Great’.”

He did however admit to being mortified by the books no holds barred exposes, telling guests at the star studded event : "I knew it was bad because friends were sending sweet messages asking me "are you ok?"'

Those in attendance included Bower himself, Formula 1 boss Bernie Ecclestone and Simon's long term friend and business associate, Sir Phillip Green. Simon explainded how Ecclestone had given him advice on how to deal with Bower, who has also been a subject of a book by the author. He said: 'I did take Bernie's advice.

'He said the best thing to do is invite him into your world.'

Simon also admitted he had grown fond of the author. He revealed; 'I have got to like Tom.

'It's like the Stockholm Syndrome. You're kidnapped and you start to like him.'

He added; 'I've got some big news. I'm not going to do TV for a year - I'm going to write a book.

'It's going to be called the sordid sex life of Tom Bower.'

Bower had reported earlier in the week that he and Simon had become "Good friends" and "It's been the most extraordinary trip with Simon." adding he was planning a sequel in the future which he fully expected his cooperation with once again.