Incorrect use of "it's" for "its"

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I have no idea when this phenomenon started, but it became glaringly obvious after the masses started using the Internet: it's misused for its.

For example: "The book is in it's place on the shelf." UGH!!

See, here's the thing: it's is a contraction of it is--which means that, in the example above, the person is actually saying, "The book is in it is place on the shelf"...which makes NO SENSE whatsoever.

The word they're looking for is its--which means "belonging to it." The sentence should read, "The book is in its place on the shelf."

Think of it just like the words "his" and "hers"--neither of which has an apostrophe in it. (Although I frequently see "hers" misspelled as "her's"...and I don't know why they do that, either!)

His, hers, its. Belonging to him, belonging to her, belonging to it. Simple. NO APOSTROPHES.

Some examples:

"Let me know when it's time to go home."
"It's okay with me if you come over tomorrow."
"It's supposed to rain today.

"Put the book back in its place on the shelf."
"After the test, the teacher will post its answers on the board."
"My car needs its smog test this month."

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