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Here’s an easy way to remember how to use the apostrophe for possession and contractions.

Never use an apostrophe to indicate a plural. Just. Don’t. Do. It.

An apostrophe indicates possession… except for “its.”  “It’s” means “it is.” (Hey, there’s always an exception.)

Or put another way:

This one won't be forgotten!

Lesson learned

Now you’ll never forget!