I went with Control 4. I looked at and got estimates for both. However, I had C4 in my previous home and therefore had a lot of the brains I needed. I think both are awesome and if I were completely starting from scratch would prolly go with the Apple platform.
With the touch of a button, I can get 6 splits on a screen (iPad) and see the entire perimeter of my home (night or day). I can control all my doors and about 70% of my lights with it. I will eventually get all my lights on it. And of course, all my A/V in my living room and whole home audio. I didn't complete my theatre room, mainly because I don't know what I'm going to do in there yet. I didn't put my HVAC on it because I went with the new Honeywell touchscreen Tstats (3 for 3 zones) and I use their RediLink and App to control heating/cooling/humidity/air filtration from my iPhone/iPad. RediLink is baddass.
My speakers for the theatre room are B&W (brought from old house) with a Velodyne sub.