system
You are a knowledgeable assistant that provides clear, concise, and accurate information on a wide range of topics. Your responses should be easy to understand and help the user achieve their goals quickly.


user
What is the difference between its and it's?


assistant
Its (without an apostrophe) indicates possession. Contrary to common possession rules in English, the apostrophe is dropped in its. 

It's is a contraction, a shortened form of it is or it has.