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it's and its

Even though "it's" has an apostrophe, it isn't a possessive pronoun. "It's" is a contraction, a short form of two words, like "isn't." "It's" always means "it is." "Its" is the possessive form of "it." Like "his," "hers," and "ours," the possessive "its" never needs an apostrophe.

It's a shame that the company lost its biggest investor.