HTML code for an apostrophe

Seemingly simple, but I cannot find anything relevant on the web.

What is the correct HTML code for an apostrophe? Is it ’?

If you are looking for straight apostrophe ' (U+00027), it is

' or ' (latest is HTLM 5 only)

If you are looking for the curly apostrophe ’ (U+02019), then yes, it is

’ or ’

As of to know which one to use, there are great answers in the Graphic Design community: What’s the right character for an apostrophe?.

A List Apart has a nice reference on characters and typography in HTML. According to that article, the correct HTML entity for the apostrophe is ’. Example use: ’ .

It's '.

As noted by msanders, this is actually XML and XHTML but not defined in HTML4, so I guess use the ' in that case. I stand corrected.

A standard-compliant, easy-to-remember set of html quotes, starting with the right single-quote which is normally used as an apostrophe:

• right single-quote — ’ — ’
• left single-quote — ‘ — ‘
• right double-quote — ” — ”
• left double-quote — “ — “

Depends on which apostrophe you are talking about: there’s ', ‘, ’ and probably numerous other ones, depending on the context and the language you’re intending to write. And with a declared character encoding of e.g. UTF-8 you can also write them directly into your HTML: ', ‘, ’.