It's so simple. Just three little letters that seem to confuse the heck out of writers, professional and otherwise. Let's break it down...
It's - is a contraction of two words: it is. Put them together and you have it's.
its - a possessive pronoun, for example: The shield is its protection against fire.
Read the context of your sentence. Are you trying to shorten it is, or are you describing a possession of some thing?
Now do it right.
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