Its? It's? Or Its'? - BusinessWritingBlog
https://www.businesswritingblog.com/business_writing/2006/05/its_its_or_its_.html
Here is the explanation: Its is like hers, his, ours, theirs, and yours. These are all pronouns. Possessive pronouns do not have apostrophes. That is because their spelling already indicates a possessive. For example, the possessive form of she is hers. The possessive form of we is ours.
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