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8. The apostrophe is never used to form the possessive case of personal pronouns (hers, yours, ours, its, theirs).
The dog wagged its tail. (Possessive)
Do not confuse the possessive form its with the contraction it's (it is).
It's a beautiful day.
McGraw Hill Handbook of English

Modern life is often a murky thicket of words. -- from the Brittanica Book of English Usage