Grammar monday

*Bow* to the Grammar-Monster.

There is often confusion between its and it's. If you delve deeper into this issue, you will see that there is good reason for the confusion. However, if you just want to know what is right, the matter is very simple:

It's

It's is short for it is or it has. This is a 100% rule. It cannot be used for anything else. If you cannot expand it's to it is or it has, then it is wrong.

Its

Its is like his and her.

His is used for masculine things. (These are his pies.)
Her is used for feminine things. (These are her flowers.)
Its is used for neuter things. (These are its footprints.)

Examples:

It's been raining for a week, and now it's starting to snow.
(It has been raining....it is starting to snow)

It's one of the hardest courses in it's history.
(The first it's is correct. The second should be its.)

I think the company wants to have its cake and eat it.
(its - possessive form. This is correct.)

The reef shark chases it's prey through the coral.
(should be its, i.e., the possessive form. You cannot expand this to it is or it has.)