It is its.

Yes, it's its.

From the wikipedia:

“ Note that possessive its has no apostrophe, although it is sometimes written with one in error (see hypercorrection) by confusion with the common possessive ending -'s and the contraction it's used for it is and it has. Possessive its was originally formed with an apostrophe in the 17th century, but it had been dropped by the early 19th century, presumably to make it more similar to the other personal pronoun possessives. ”

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