Apex, NOVA, ADW, and Holo are all based on the ICS and later the jelly bean launcher. They all have similar features such as the gestures and dock. Each launcher also have its own unique features. I own all 4 paid version of those launchers. Try the free version first and get a feel for each. NOVA is currently most popular and most updated (to the Kit kat UI). With Apex and Holo trailing. Apex is almost like Nova, but it doesn't feel as smooth running as NOVA on my phone as far as using the device's resource. Holo to me is the most efficient launcher as far as memory usage and battery draining go. However the trad offs are less customizations and features. Another good one is next 3d if you like fancy UI which I also have. Next 3d is currently being updated at least 3 to 4 times a month  due to the beta 3d UI . in case you're one of those people that like constant update from the dev. Next 3d is the most expensive. ADW launcher I don't use any more, because the dev has stopped working on it and  the launcher feels outdated as now. Hopefully it will be updated again because it's a good launcher with lots customizations. 
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