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"Its" is a possessive pronoun.

For example: Its shelter is found under branches and leaves.

"It's" is a contraction for the words it is.

For example: It's a beautiful day.

It is very common for people to use these words incorrectly, because many nouns use the apostrophe to indicate the possessive form. But here it is a contraction.

One way to remember this is that

the apostrophe in "it's" is taking the place of the missing I of "it is".

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13y ago

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