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If you are confusing “its” and “it’s,” John and Sherlock can help.
Its, with no apostrophe, is possessive, like her or his.
Example: Sherlock and John like to protect their possessions from accidental damage, so before letting his mates shag Sherlock, John places the violin in its case, hangs the scarf on its peg, and locks the gun in its drawer.
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It’s is a contraction for it is.
Example: “It’s all fine,” said John, “by which I mean it is all fine. Moreover, it’s time for my army buddies to shag you now, by which I mean it is time for them to shag you.”
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That’s how things are. It's not possible to use the apostrophe unless you mean it is. It’s tempting to think, “Oh, well, apostrophe s (’s) is possessive for nouns, so I’ll just stick an apostrophe in there if I’m trying to be possessive.” No. That rule doesn’t apply to pronouns. You wouldn’t spell his as hi’s. Don’t do it here, either.
One more thing. When do you use its’? Never.