The Troublesome Apostrophe
When in doubt, leave it out.
Ask the question: Who owns this? Is the item with the apostrophe possessed by anyone?
This book is Freds. Ask the Question. So, there should be an apostrophe.
Correct: This book is Fred’s. Or: This is Fred's book.
Six Jam Donut’s. In this example there is more than one donut so the word is PLURAL, not possessive.
Correct: Six Jam Donuts.
This book is full of idea’s. Again, the highlighted word is plural and does not require an apostrophe.
Correct: This book is full of ideas.
Its behaviour is out of control. Correct. Even though “behaviour” appears to be owned this is an exception because of example 5. Read on!
Its a shame that she could not be here. This is not possessive but a “contraction”. A letter is missing from the contracted phrase: It is a shame …
Correct: It’s a shame that she could not be here.
However, if it had been “John” (in Example 4) who was behaving badly the correct expression would have been:
Correct: John’s behaviour is out of control.
What can I say?