It is generally agreed that the English ‘present tense’ is not appropriately analyzed as indicating present time: present-time events often cannot be expressed in the present tense; conversely, the present tense is often used for nonpresent occurrences. I will argue, however, that these problems are only apparent, arising from a failure to appreciate the numerous conceptual factors that are crucially involved. When these are properly elucidated, using notions available in cognitive semantics and cognitive grammar, the characterization ‘coincidence with the time of speaking’ proves remarkably adequate in accounting for present-tense usage.