its and it’s
The secret here is that pronouns don’t take “apostrophe plus S” to make them possessive. Decide whether you can change the “apostrophe plus S” to “is.” (Example – It’s going to be a long time before the tech comes, so the copy machine is going to keep spitting out its paper regularly.) Since you could say “It is going to be a long time...” you know the apostrophe form is correct. But you wouldn’t want to say “...spitting out it is paper regularly.” Pronouns don’t take “apostrophe plus S” to form the possessive: That is [my, your, her, his, its, their, our] book. Even when shifting a sentence to a little different form, NONE of them use the apostrophe: The book is [mine, yours, hers, his, its, theirs, ours].
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