It totally depends. We do both and both have their pros and cons.
When DD was small (under 7-8) we only did sc as I wasn't a fan of early mornings with nothing to do and stuck in a room. And she always was an early riser. Also, we do lots of days out so AI would have been totally wasted on us.
We started AI when DD was old enough to want other children to play with and she outgrew the farm stays we did previously. So AI with a good kids club, pool and unlimited drinks was great. We defintely paid more as we also went out for dinner a lot or had lunch on a day out.
If we do sc we normally do breakfast like home, jam,, honey, bread and cereals, lunch is often a picnic and dinner a local restaurant. We may swap if we eat out for lunch and then just have the picnic for dinner.
I do expect comfort though, dishwasher is a must, washing machine depends on the length of stay and where we are but they are normally standard nowaday I found.
Read the description of the villas carefully and I also am picky about decor. And it has to have a king size bed.
We also found that a city break is nicer in an appartment than a hotel if we stay for more than 2 nights and especially if we go in October half term as you can relax and have more space to spend the evening if the weather is not good enough to walk around that much.