Possibly you blindly copied some example intended for POSIX-like
systems with sane shell to Windows cmd.exe in which the apostrophe
sign has no special meaning.
To demonstrate:
C:\tmp>mkdir test
C:\tmp>cd test
C:\tmp\test>git init
Initialized empty Git repository in C:/tmp/test/.git/
C:\tmp\test>git commit -m 'first commit'
error: pathspec 'commit'' did not match any file(s) known to git.
C:\tmp\test>git commit -m "first commit"
# On branch master
#
# Initial commit
#
nothing to commit (create/copy files and use "git add" to track)