Its v. it’s

From Teflpedia

Its and it’s are often confused in writing.[1] In speech they sound the same (/ɪts/), so it doesn’t matter.

Interestingly the possessive morpheme 's, seems to affect both the change it --> its and Bob --> Bob’s. Historically also it’s was accepted as a pronoun.

Compare also the gender-neutral, indefinite pronoun, "one", the possessive determiners of which are "one’s", not *"ones". A similar problem also occurs between whose and who’s.

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