>>> import re
>>> def titlecase(s):
...     return re.sub(rb"[A-Za-z]+('[A-Za-z]+)?",
...                   lambda mo: mo.group(0)[0:1].upper() +
...                              mo.group(0)[1:].lower(),
...                   s)
...
>>> titlecase(b"they're bill's friends.")
b"They're Bill's Friends."