One of the most common English-language errors I come across in any kind of writing – whether business, creative, or blog writing – is mixing up it’s with its.
Put simply, its denotes that “it” is a possessive pronoun. It means, more or less, “of it” or “belonging to it”. For example, “She gave the dog its bone.”
Never, ever add an apostrophe (to make it’s) when you are using its in this context. Just don’t. It is plain wrong. The ONLY time you need use it’s is when you are contracting the words it and is, or when it and has are been used together. For example, “It’s sunny outside.” Or, “It’s been known to rain a lot in February.”It is that simple!
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