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. 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.

But, you might ask, don't apostrophes show possession, as in. 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? The word it is a pronoun, and when you make a.