Writing for Business - A Whatis.com Blog

Sep 18 2009   1:57PM GMT

It’s or its?

Ivy Wigmore Ivy Wigmore Profile: Ivy Wigmore

Which is correct?
Augmented reality seems futuristic but ____ potential has already begun to be realized.
a. its
b. it’s

Answer: a

It’s is always a contraction, standing for either it is or it has.

Craig S. Kaplan offers up a nice piece on this issue.

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