It's Easy When You Understand Its Logic

I was just writing an email and this one came up: “its” vs “it’s”

It will help you remember the difference if you remember that the little apostrophe represents a contraction, or shortcut.

“It’s” is short for “it is.” For example:
It’s a simple way of saying “it is.”
It’s much easier to speak and write quickly if we use contractions.

One the other hand, “its” indicates possession. For example:
Don’t judge a book by its cover.
The dog was chasing its tail.
That cat is afraid of its own shadow.

Thank you for the question. It's a good one.