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Its with no apostrophe, on the other hand, is the possessive word, like his and her, for nouns without gender. For example, the sun was so bright, its rays blinded me. Its means belonging to it and it's means it is. but if we usually show possessiveness by adding an apostrophe and an -s, why doesn't that work here?
Use of 'its' and 'it's' in american english this ngram indicates the use of 'its' and 'it's' in american books, journals, and magazines published from 1800 to 2000. 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 in.
