Ok fellas, I've done some prop testing so lets break things down to put the nail in the coffin for APC-E propellers.
Setup:
NTM PropDrive 42-48 650Kv (Max 1300W)
Suppo 70A ESC
ReadyMade RC 6600mAh 4S (fully charged)
Props Size Mass Cost Thrust Power
APC-E 15x10 48g $6.39 72oz. 930W
Xoar 15x10 30g $13.99 92oz. 1047W
Lets do some math... Performance = oz. of thrust / watt
APC-E = 0.08
Xoar = 0.09
Apples to Apples
Using that number, and assuming that the power is applied linearly (maybe, maybe not), if the power on the Xoar is reduced to 930W to Match the APC-E prop we come in at 81.7oz for the Xoar vs. 72 for the APC-E.
Other Factors:
The APC-E props are notoriously known for their excessive flex on full-power. This will reduce its efficiency by not providing even thrust and increasing the load on the motor. The Xoar, being made of beechwood, will not do this. This means that the throttle curve is more likely to be linear, as assumed above.
The other factor is the airfoil cross-section of the prop blades. Since the Xoar is more semi-symmetrical the power will unload more in the air. The APC-E is under-cambered, so it will unload some, but not to the extent that the Xoar will. This is simple physics of DRAG. It is well-known, even in our hobby, that under-cambered creates a lot of lift but consequently a lot of drag. Flat-bottom or semi-symmetrical is known to be the compromise here where the drag is dramatically decreased while creating substantial lift, but not as much as under-cambered.
Cost:
So, thrust per dollar clearly goes to the APC team here but you sacrifice the efficiency. Not to mention the look. Xoar props also come balanced from the factory, have a smoother finish (reducing drag), and are just plain more visually appealing IMO.