I was sorta/most in your position in 2021 (SQ5 vs. X3M) and I chose the SQ5 + (eventually) APR stage 3 because I found the X3M's iDrive/infotainment abysmal. ~4 years later and the B9 has stayed the same in this regard (and best in the class and one of the best in the industry IMO) and IMO the BMWs have gotten vastly worse.
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