Personally if I had to choose on looks alone, the F30 is the sure winner IMO.
The interior is years ahead as it should be. Mind you, that non-integrated screen is a major eye sore. It was like it was an after thought.
The exterior is also nicer for the most part, but just marginally. The front hood is odd looking as many have mentioned but the rest of the car is just about right.
I own an LCI e90 right now and I would definately go to the F30 if the money made sense. The problem I'm having is I cannot justify spending another 50K on a car that for the most part hasn't been drastically changed on the exterior.