learn the rule: its / it's
- its is a possessive adjective, indicating ownership of or association to, someone or something, when the owner has been previously mentioned or is easily identified
- Its sock is green.
- Where is its potato?
- it's is a contraction (combination) of it and is and means it is
- Do you know what it's doing?
- It's stupid.
- The two are not interchangeable.
- Getting it wrong makes you look stupid. And ugly.