not able to insert the string has apostrophe into sqlite ios

I am trying to insert the string values(Okra(Lady's Finger)) into sqlite.But the string has apostrophe. It is giving Error Message is =near "s": syntax error. I am using the following code.

-(void)insertinto_DataBase :(NSString *)str 
{
 homeDomains = NSSearchPathForDirectoriesInDomains
 (NSDocumentDirectory,NSUserDomainMask, YES);
 documentsDirectory = [homeDomains objectAtIndex:0];
 _dataBasePath = [documentsDirectory 
 stringByAppendingPathComponent:@"Store.db"];
 const char *dbpath = [_dataBasePath UTF8String];
 NSString *insertSQL;
 if (sqlite3_open(dbpath, & _albumDB) == SQLITE_OK)
 {

    insertSQL = [NSString stringWithFormat: @"INSERT INTO Details 
   (str) VALUES ('%@')", str];

    char *errmsg=nil;
    if(sqlite3_exec(_albumDB, [insertSQL UTF8String], NULL, NULL, 
     &errmsg) == SQLITE_OK)
    {
    }
    else
    {
        NSLog(@"Error Message is =%s",errmsg);
    }
 }
 sqlite3_close(_albumDB);
 }

Thanks in advance.