the only time 'it's' has an apostrope: when you want to say 'it is'. at all other times and there are no exceptions to this rule, it's simply 'its' meaning it's(it is)a possessive adjective. 'its' shares(not's) are going to explode soooooon!!!! 'it's'(it is) a terrific stock!!!! sorry but it's important as we await the fed cut!!! 'you're' = you are = you're a believer in NOT 'your' your shares will be worth $20 soon(see crazyd) i will be banned from agoracom but simple little words that can be tricky and come up in embarrassing places and times, should be spelled properly. goodbye and thanks on this very slow volume/news day. no insult was intended on my part. keegann