Apple Inc. company is a big company but that doesn't mean Apple can underestimate newcomers. This iPhone smartphone sold in the city of Karawang has decreased sales in 2019 every month. The variables used are after-sales service, customer loyalty, value co-creation. The problem in this research is to find out how much influence after-sales service has on the value co-creation of the iPhone smartphone. To find out how much influence value creation has on customer loyalty of iPhone smartphones. To find out how much influence after-sales service has on customer loyalty through the co-creation of the iPhone smartphone. This research uses a descriptive approach and verification. A sample of 100 respondents who are iPhone smartphone users using purposive sampling technique, the result is that after-sales service and co-creation value has a strong enough effect, amounting to 47.1%. Meanwhile, Value Co-Creation has a direct effect of 50.9%. The indirect effect of after-sales service on customer loyalty is 18.8%