Fretting fatigue crack nucleation in Ti−6Al−4V when fretted against itself is investigated to determine the influence of contact pressure, stress amplitude, stress ratio, and contact geometry on the degradation process. For the test parameters considered in this investigation, a partial slip condition generally prevails. The resulting fatigue modifying factors are 0.53 or less. Cycles to crack nucleation, frictional force evolution, crack orientations and their relationship to the microstructure are reported. The crack nucleation process volume is of the same order as the microstructural length scales with several non‐dominant cracks penetrating 50 μm or less. The effective coefficient of friction increases during early part of fretting. Observations suggest that cyclic plastic deformation is extensive in the surface layers and that cyclic ratchetting of plastic strain may play a key role in nucleation of the fretting cracks. A Kitagawa–Takahashi diagram is used to relate the depth of fretting damage to the modifying factor on fatigue life.