Oh my English
Many of us get confused about when to use "It’s" and when to use "Its". "It’s" is actually short for "it is" or "it has", for example: It’s nine o'clock/It’s been a hot day. On the other hand, "Its" is used for possession (when one thing owns another). Here is an example sentence: The bird lost some of its feathers. Because the feathers belong to the bird, we use "its" for possession. See the difference?
(Image source : thedailywh.at)