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The case of the disappearing apostrophe

cushion

Tsk, tsk! See me after class, BHS! I’m not even going to discuss your rather unhinged approach to capital letters, it’s the missing apostrophe that’s the real problem here. I mean, it’s not even a tricky apostrophe situation. We’re talking straightforward contraction – it is being shortened to it’s. Its without an apostrophe is always possessive, as in: ‘The blue tit lamented its profile being featured on such a cushion.’