Apple Fitness+ Launches in Japan with AI-Generated Voiceovers
Apple has expanded its Apple Fitness+ service to Japan, introducing a new approach to content localization by utilizing AI-generated voiceovers for its workout sessions. This strategy involves dubbing existing English-language workouts with digitally synthesized versions of the original trainers’ voices, rather than employing native Japanese-speaking instructors.
Background and Expansion
Initially announced in 2020, Apple Fitness+ has progressively extended its reach across the globe. The recent inclusion of Japan marks a significant milestone, bringing the total number of countries and territories with access to the service to 49. Jay Blahnik, Apple’s Vice President of Fitness Technologies, expressed enthusiasm about this development, stating, We are very pleased to be able to deliver the Fitness+ experience to Japan. Seamless integration with iPhone, iPad, and Apple TV makes Fitness+ easy to work out and meditate anytime, anywhere.
AI-Generated Voiceovers
In this Japanese rollout, Apple has opted to use AI-generated voiceovers for its workout sessions. These voiceovers are created by training AI models on the original trainers’ voices, resulting in digitally synthesized audio that mirrors the original instructors. This method allows users to experience workouts in Japanese without the need for new recordings by native speakers. Users have the flexibility to choose between the AI-dubbed Japanese audio and the original English versions, either by setting a general preference or switching during workouts.
Industry Context and Reactions
Apple’s use of AI-generated voiceovers in Japan follows a similar approach taken during its December 2025 expansion into countries like Singapore and Taiwan. This strategy has sparked discussions within the industry. Some observers question why Apple, with its substantial resources, did not opt to produce localized content featuring native trainers. They argue that creating workout videos is not overly complex and could have been accomplished without establishing permanent studios in each new market. Additionally, the availability of Japanese-speaking trainers in the U.S. could have facilitated the creation of localized content without relying on AI-generated voiceovers.
Integration of Japanese Culture
Despite the reliance on AI for voiceovers, Apple has made efforts to incorporate elements of Japanese culture into the Fitness+ experience. The Artist Spotlight series now features Japan’s popular musical duo YOASOBI, alongside a focus on J-Pop and K-Pop genres. Furthermore, the Time to Walk series includes episodes featuring Japanese celebrities, such as comedian and actor Naomi Watanabe, with musician and actor Tomohisa Yamashita scheduled to appear in February 2026.
Subscription Details and Future Updates
Apple Fitness+ is a subscription-based service priced at $9.99 per month or $79.99 per year. It is also included in the Premier tier of the Apple One bundle. Looking ahead, Apple has announced plans to introduce a Back to Strength program and a Bad Bunny Artist Spotlight in February 2026, indicating ongoing efforts to diversify and enhance the Fitness+ content library.
Conclusion
The launch of Apple Fitness+ in Japan, accompanied by AI-generated voiceovers, represents a significant step in Apple’s global expansion of its fitness service. While this approach has generated debate regarding content localization strategies, it also highlights Apple’s commitment to integrating cultural elements and expanding its reach. As the service continues to evolve, it will be interesting to observe how Apple balances technological innovation with cultural authenticity in its offerings.
