Strong agree. As a kid, I remember I'd have to pause for like 5s every time I wrote "it's" or "its" to try to remember what was correct. And it doesn't help that what I'd usually remember is "well apostrophe s denotes possession usually, so surely apostrophe s denotes possession here as well". But alas not. I think always having the apostrophe makes way more sense.

(Nowadays I just don't double check it and it's basically a cointoss if I get it right or not :P)