Yvonne 3454-0685-8450 [ Nosepass | Pupitar | Shuckle ] No.15720649 Report You can use 'its' anywhere, and only anywhere, you could use 'his' if the subject were a male or 'hers' if the subject were female.
'It's my life' has an apostraphe, as you couldn't say 'his my life'.
'He's its master' couldn't have an apostraphe, as you could say 'He's her master'.
Easy to understand, quick, and memorable :)