I've used several different Launcher products. All of them are better than Samsung's Touchwiz. While still on Gingerbread, I was a big fan of ADW Launcher. However, since updating to ICS, I'm having a great user experience with Nova Launcher Price. ADW did do a very nice (long overdue) upgrade a month or so ago, so I tried it out again. While the upgrade did improve the product and introduced some nice, new features, I found myself back going back to Nova within only a few days. Nova offers some great customization and gesture control and their most recent update even brought back the ability to scroll static wallpaper images when moving around the home screen pages. This was an capability that was stripped out during the ICS update from Sprint/Samsung.
I here a number of users that also like Apex. I tried the free version, but did not see anything compelling enough to make me switch. So, my vote (along with a few other friends) is for Nova Launcher Prime.
Hope this info helps... Good Luck!