Again it reminds me of the interior of my old M5 compared to that of my D3 Alpina (late E90) that i had at the same time. The E90 had newer infotainment and better graphics, but the quality of the interior, soft touch materials and the fit and finish was better in the E39.
Its very much the same situation now. The main difference is the Japanese way of doing things (buttons everywhere) but the quality and feel to me is just better. Although the infotainment graphics are dated compared to the Audi, most if not all the gadgets are still there: DAB, parking sensors, reverse camera, HDD NAV (not initiative to use), Jukebox storage, Mark Levinson 14 speaker audio with DSP and surround, USB connection and bluetooth audio etc.
The standard kit on these is also quite generous. I've got radar cruise, electric seats with memory for both driver and passenger, electric dimming and foldable mirrors and keyless entry. The seats are also much better than the Supersports in the other car; the searing position more comfortable and the leather is better quality - the Audi had done 8k miles but the seats looked like they'd seem 40k.
I wont go on, but im really impressed and it shows me the S3 was never really what i was after. When the time comes for something bigger, I'll check out the GSF as it's seems a logical progression.