English Grammar Rule - Its or It's

IT'S = IT IS, always. When you use IT'S - with an apostrophe, it means IT IS. ALWAYS, NO MATTER WHAT.

Examples (the first two are incorrect; the last three are correct):

The dog lost it's (it is) bone.
The site is notable for it's (it is) collection.
It's (it is) a story of two cities.
We think it's (it is) easy.
It's (it is) only a dream.

I do understand why people do this: that fuzzy rule about possession, i.e., use an apostrophe to show ownership.

Its = possessive pronoun, that means it was created specifically so that you wouldn't have to use an apostrophe to show ownership.

Examples:
The dog lost its bone.
The site is notable for its extensive collection of links to resources.

It's not so difficult, is it?

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