The choice between "its" or "it's" is one of the most commonly made mistakes in the English language by both native and non-native speakers. Here are the rules to guide making the choice between these two similar - but very different - forms.
It's vs. Its
It's is the contracted form of It is. This form is used in sentences using "they" as the subject of the sentence with the verb "to be" used as either the helping verb (e.g. It's going ..., It's raining ...) or the principal verb of the sentence.
It's difficult to find work these days.
It's going to rain soon.
Its is the possessive pronoun form. This form is used to express that "it" has a specific quality, or that something belongs to "it".
I found its taste to be superb!
Its color is deep red, almost Burgundy.
Do you understand the rules? Test your knowledge with this it's vs. its quiz.