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> IBM brought the quality of it’s support and it’s endorsement as a personal computer that was worthy of ‘serious’ businesses.

    *its

    *its


It's only "it's" if it is "it is."

If it is not "it is," it's "its."

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Or to be clear (lol),

1) The possessive of "it" is "its."

2) "It's" is a contraction of "it is."


> 2) "It's" is a contraction of "it is."

... or "it has".

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EDIT: I find it much easier to remember that "its" is (only) the possesive pronoun.




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