They're not. You should be more than just tempted to use ' (U+0027 APOSTROPHE) for apostrophe, because it is. Closing single quotation mark is ’ U+2019 RIGHT SINGLE QUOTATION MARK.
https://www.unicode.org/versions/Unicode14.0.0/ch06.pdf
Typographically, U+2019 is the appropriate glyph for quotation marks in English and in some other western languages.
Except that they can’t, because (due to the limitations of ASCII), U+0027 had an overloaded meaning, seeing that the character had to cover both opening and closing quotes (as well as being used as a prime tick). Which is why pretty much every font I’ve seen has a straight glyph at U+0027, whereas the glyph at U+2019 is the one you’d usually want for an apostrophe. You can also observe that word processors follow the Unicode standard in this regard. E.g., after typing “they're” into Libre Office, once you copy-paste it, you’ll see that the ASCII single quote has turned into U+2019.