If Donahoe was speaking, rather than writing, how do we know that he didn't make a slip of the tongue and use the possessive form "its" when he really meant to say: "it's." Maybe the quote is accurate.
I wonder how many people will correctly spot which one the missing apostrophe is - I used to get it wrong quite a lot, as it's slightly counter-intuitive.
![Apostrophes are hard [PIC]](http://www.blogcdn.com/www.engadget.com/media/2010/06/apple-wwdc-2010-113-rm-eng.jpg){kind=link}