Not its.
Note: The word it’s is a contraction of it is. Do not confuse it’s with its, a possessive pronoun. For a complete discussion, review this section of Common Grammatical Mistakes.
Example: It’s raining outside. contraction
Example: It’s a shame. contraction
Example: The company lost its dominant position in the market. possessive pronoun
"it’s - correct spelling." Grammar.com. STANDS4 LLC, 2019. Web. 21 Sep. 2019. <https://www.grammar.com/its-correct-spelling>.
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