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In ON WRITING, Stephen King swears it's LaRoccas's. When I was a student, my teachers swore it was LaRoccas'. As an editor, I've heard first was US standard and second was UK standard. And answer is, I don't care. Just be consistent.
I once met an editor who said that spelling determines pronunciation. She's an idiot. Spelling isn't all pronunciation. It's also history. I'll say LaRoccas-zz whether it's LaRoccas' or LaRoccas's. So will you.
Jump up five paragraphs and read seventh word. Noun. Note that I didn't write pronoun. Just for fun, rule for pronouns and apostrophes is completely different.
It's is a contraction for "it is" and its is possessive. Who's is a contraction for "who is" and whose is possessive. There's is a contraction for "there is" and theirs is possessive. Etc. Possessive pronouns never use apostrophes. Its, whose, your, yours, their, theirs...
And there you have it. Apostrophe usage made simple.
Michael LaRocca's website at http://www.chinarice.org was chosen by WRITER'S DIGEST as one of The 101 Best Websites For Writers in 2001 and 2002. His response was to throw it out and start over again because he's insane. He teaches English at a university in Hangzhou, Zhejiang Province, China, and publishes the free weekly newsletter WHO MOVED MY RICE?