Its and it’s sound the same, but they do different jobs.
Its is a possessive word. It shows that something belongs to a thing, animal, or idea. Example: The cat cleaned its paws. There is no apostrophe in this form.
It’s is a contraction. It means it is or it has. Examples: It’s cold outside. and It’s been a busy week.
A quick test can help. Try expanding it’s to it is or it has. If the sentence still works, it’s is correct. If not, use its.
- The company changed its logo. Correct, because the logo belongs to the company.
- It’s changing fast. Correct, because it means it is changing fast.
- The tree lost it’s leaves. Incorrect, because this sentence needs the possessive form its.
This pair is tricky because many possessive nouns do use apostrophes, like the teacher’s desk. But its is one of the common exceptions worth memorizing.