Art of the Deal co-author on McCain drama: Trump views apologizing as weakness

The co-author of President TrumpDonald John TrumpTrump warns Iran's Rouhani: Threaten us 'and you will suffer' Pompeo: Iran's leaders resemble the mafia NYT's Haberman: Trump 'often tells the truth' MORE's famous business book "The Art of the Deal" says the president believes apologizing for a White House aide's insult against Sen. John McCainJohn Sidney McCainThe Memo: Summit fallout hits White House Graham: Biggest problem is Trump ‘believes meddling equals collusion’ Obama, Bush veterans dismiss Trump-Putin interpreter subpoena MORE (R-Ariz.) would show weakness. 

"He either directly or indirectly made it clear that he didn't want Sadler to apologize because it would reflect on him," Tony Schwartz told CNN of White House aide Kelly Sadler, whose leaked comments about McCain from an internal meeting have created a controversy for the White house. 

Sadler said in the meeting that McCain's opposition to Trump's nominee for CIA director "doesn't matter" because he's "dying anyway," according to comments first leaked to The Hill.  

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The president and the White House have yet to give an official apology for the remarks against the veteran senator, who is battling brain cancer. Trump has previously mocked McCain for being captured in Vietnam. 

Schwartz, who spent months of one-on-one time with Trump while writing their 1987 bestseller, says that in Trump's mind, "if you apologize you are wrong." 

"I don't even think it's a calculation or an analysis or an opinion, I think it's an impulse and an instinct," Schwartz said. "Emotionally, psychologically, he's incapable of it because it's shattering to him to feel that he's wrong."