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In a nutshell: It's is always a contraction, so if you can replace it's with it is or it has, then keep that apostrophe on there. If you try to replace its with it is or it has and it doesn't make.
The word it is a pronoun, and when you make a. 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. It's and its are easy to confuse. It's is short for it is or it has. Its is the possessive form of it. However, it's and its have different meanings, and confusing them can make writing look clumsy.
It's is short for it is or it has. Its is the possessive form of it. However, it's and its have different meanings, and confusing them can make writing look clumsy. The good news is that there is a clear distinction, so there shouldn't be much confusion about when to.