Force and Apex are essentially the same thing, with Apex being the "compact" gruppo; I think the consensus is that while they are targeted at the same market, the way that Shimano works (trickle down) vs. SRAM (same functionality, weight differences) gives Apex the advantage.
Folks have preference SRAM vs. Shimano as do bike shops. My main bike shop doesn't like SRAM so they carry all new bikes in Shimano and carry they parts. They can get SRAM.
Apex is nice in that you can have gearing up to 11-32 if you get mid cage derailuer which makes gearing similar to triple if you are doing steep hill climbs.