Apple Fitness+ is now officially available in Japan, marking another milestone in Apple’s global fitness push. The service, first announced in 2020, has expanded steadily across regions. With Japan added, Fitness+ now operates in 49 countries and territories worldwide.
However, while many users welcomed the launch, Apple’s approach has also drawn criticism.
AI-Generated Voices Replace Local Trainers
Instead of hiring Japanese trainers or filming new workouts locally, Apple chose to dub existing sessions using AI-generated Japanese voices. These voices are trained on the original Fitness+ instructors. Apple offers both Japanese and English audio options, and users can switch languages during a workout.
Apple says this method allows faster expansion while keeping weekly workout releases on schedule. New sessions now arrive each week in both dubbed and original English formats.
Why the Strategy Raises Questions
Although the technology works, critics argue that Apple missed a cultural opportunity. Japan has a strong fitness and wellness market, as well as many qualified trainers. Observers note that Apple could have featured Japanese-speaking coaches or created region-specific content.
Moreover, Apple already operates large production studios and works with global talent. As a result, some fans see the heavy reliance on AI as a cost-saving move rather than a creative one.
Local Culture Still Gets Some Spotlight
Despite the controversy, Apple has added Japanese cultural elements. The J-pop duo YOASOBI appears in the Artist Spotlight series. In addition, the “Time to Walk” feature includes Japanese celebrity Naomi Watanabe. Another episode narrated by actor and musician Tomohisa Yamashita will arrive in February 2026.
Pricing and What Comes Next
In Japan, Apple Fitness+ costs $9.99 per month or $79.99 per year. Apple also bundles it with the Apple One Premier plan. Looking ahead, Apple plans new programs in 2026, including a “Back to Strength” series and a Bad Bunny Artist Spotlight.
Ultimately, while Apple Fitness+ brings powerful tools to Japanese users, the debate around AI voices highlights growing concerns about how global tech companies balance speed, localization, and authenticity.
