As seen on Flickr Creative Commons: todd* posted proof positive that Cox Digital Cable could use a good proofreader.
Where does Cox Digital go wrong? The company's copywriter mixes up its and it's,' incorrectly assuming that an apostrophe + s always signifies possession.
- Use it's as a contraction for it is or it has. It is not a possessive pronoun.
- Use its when you want to show possession. Like all the other possessive pronouns (yours, his, hers, ours, theirs), its has no apostrophe.