Apple Fitness+ Launches in Japan with Local Content and Partnership Perks

Apple has officially launched its Fitness+ subscription service in Japan, marking another significant step in the company's push to expand its services revenue globally. The rollout comes just weeks after Apple expanded the service to 28 other markets, including Hong Kong, India, and Singapore, fulfilling a promise made late last year for a 2026 Japanese debut.

Pricing and Trial Incentives

In Japan, Apple Fitness+ is priced at JPY980 per month or JPY7,800 per year. To attract new subscribers, Apple is offering a standard one-month free trial for all new users. However, the company has layered on additional incentives for specific customer segments:

• Hardware Bundles: Customers who purchase a new Apple Watch, iPhone, iPad, Apple TV, AirPods Pro 3, or Powerbeats Pro 2 are eligible for a three-month trial of Fitness+
• Gym Partnership: Anytime Fitness members can access Fitness+ as part of their existing membership
• Gym Trial Perk: Those currently on a free trial of Anytime Fitness can access Fitness+ for two months at no additional cost

This partnership with Anytime Fitness represents a strategic move to integrate Apple's digital fitness platform with physical gym experiences, potentially converting gym members into long-term Fitness+ subscribers.

Localized Content Strategy

Apple isn't simply translating the existing Fitness+ library for Japanese users. The company has invested in creating content specifically tailored to the Japanese market:

Audio Localization: All 12 workout and meditation types available at launch feature Japanese audio tracks with Japanese subtitles, making the service accessible to users who prefer native language instruction.

Cultural Integration: The service includes region-specific content that connects with Japanese pop culture:

• Artist Spotlight Series: This feature, which curates workout playlists around specific musical artists, will highlight YOASOBI, the popular Japanese musical duo known for their chart-topping hits
• Time to Walk Episodes: The audio walking experience series will feature episodes with Naomi Watanabe, a well-known Japanese comedian and actress

Ecosystem Considerations

The Japan launch reinforces Apple's strategy of using Fitness+ as a value-add for its hardware ecosystem. The service requires an Apple Watch for most workout tracking features, creating a "lock-in" effect where users who invest in the hardware are more likely to subscribe to the service to maximize their device's utility.

For Japanese consumers, this creates a familiar ecosystem play: the more Apple devices you own, the better the Fitness+ experience becomes. The service integrates seamlessly across iPhone, iPad, and Apple TV, allowing users to start a workout on one device and continue on another.

Market Context

Japan represents a significant market for Apple's services business. The country has strong consumer adoption of premium hardware and a growing interest in digital fitness solutions. By launching with local content and partnerships, Apple is addressing a common criticism of global services that fail to account for regional preferences.

The timing also positions Fitness+ to compete in a market where digital wellness platforms are increasingly popular. While Fitness+ may not have the breadth of content that some competitors offer, its integration with Apple Watch metrics and the broader ecosystem provides a differentiated experience for Apple users in Japan.

Current Fitness+ subscribers in other regions can expect the service to continue expanding its workout library and features, with the Japanese launch likely serving as a template for future regional adaptations.