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In the simplest terms, its tells us the ownership or qualities of something. It is used as a possessive pronoun in a similar way to words like my, his, her, our and their. Its with no apostrophe, on the other hand, is the possessive word, like his and her, for nouns without gender.

People often get confused when trying to decide whether to use its or it's. It's is a contraction for it is, and not a possessive form of it. Its — without the apostrophe — is the possessive form. Its is the possessive form of it. it's (with an apostrophe) is always short for it is (it's so fun) or it has (it's been nice knowing you). But, you might ask, don't apostrophes show possession, as.