With the universal adoption of UTF-8 in browsers, user facing text can
use more optimal Unicode typography. In digital and print design, using
RIGHT SINGLE QUOTATION MARK (U+2019) is normally preferred over
APOSTROPHE (U+0027) in contractions.

For details, see the Unicode Standard Section 6.2:
https://www.unicode.org/versions/Unicode13.0.0/ch06.pdf

> Punctuation Apostrophe. U+2019 right single quotation mark is
> preferred where the character is to represent a punctuation mark, as
> for contractions: “We’ve been here before.” In this latter case,
> U+2019 is also referred to as a punctuation apostrophe.