It's and its

Wrongly placed apostrophes are really irritating especially on signs. 'English Breakfast's £4.99' for example.
I agree though predictive text is a problem, we don't always read through what we have written

It's grand that you have all shed light on it and its identity. Thank you for it and on behalf of it!

My hudl always puts an apostrophe when I type its. It's easy not to notice it's done that, in its own sweet way.

A lot of people will just assume that spellcheck has got it right, if they notice at all.

A lot of people now use "it's" for for the possessive "its". I find this list of possessives useful:

his
hers
yours
theirs
its

Not an apostrophe in sight!

As opposed to:

he's
she's
it's
you're
they're

whose coat is that jacket?
who's been eating my porridge?

I wanted to say that earlier today

(I do realise that it's can also be an abbreviated version of 'it has', but the possessive 'its' seems to cause the most confusion)