Apparent motion is an illusion in which two sequentially presented and spatially separated stimuli give rise to the experience of one moving stimulus. This phenomenon has been deployed in various philosophical arguments for and against various theories of consciousness, time consciousness and the ontology of time. Nevertheless, philosophers have continued working within a framework that does not reflect the current understanding of apparent motion. The main objectives of this paper are to expose the shortcomings of the explanations provided for apparent motion and to offer an alternative explanation for the phenomenon.