This study investigates how brand experience influences brand loyalty among iPhone users in Indonesia, with a specific focus on the roles of brand trust and as mediating variable. A total of 450 responses were collected through an online survey, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. The results show that a positive brand experience significantly strengthen trust attachment to the brand, which in turn play a key role in fostering loyalty. The analysis also confirms that brand trust serve as effective mediator in the relationship between brand experience and brand loyalty. The model demonstrates strong explanatory power, with R2 values of 0.224 for brand trust and 0.572 for brand loyalty. These findings emphasize that both emotional and rational aspects of brand experience are essential for building lasting customer relationships, particularly in high-involvement products like smartphones. By highlighting the impact of trust, this research offers valuable insights into how companies can enhance customer loyalty through deeper brand engagement.