 Second, and even more importantly, not everyone conjures up vivid and distinct images when they have mental imagery (see Kind 2017 for a summary of the vividness of imagery). There are people who, when they close their eyes and visualize an apple see no ‘images’ in their mind’s eye. They are referred to as aphantasics, a label that just means that they report no conscious mental imagery (Zeman et al. 2010). Aphantasia can have many causes, some having to do with voluntary control, some with the phenomenology of early cortical representations. But at least some aphantasics seem to have mental imagery that they are not aware of: they have unconscious mental imagery (Koenig-Robert and Pearson 2021, Nanay 2021c, see also Phillips 2014, Church 2008, Emmanouil and Ro 2014, Brogaard and Gatzia 2017 on unconscious mental imagery).