I pre-ordered the Galaxy Watch Active which arrived this past Monday. It's actually a great little watch.. emphasis on little. 40mm size is just too small for my wrist, so I will send it back. But, if Samsung made a 43mm or 44mm (not 46mm as I think that's too big for me), I'd get one. The haptics on the watch are very reminiscent of the apple watch (not like the vibration of the Galaxy watch and Gear S3). The bezel around the screen is a little big but really similar to the thickness of rotating bezel of the Galaxy Watch, so not really a change from previous watches. Functionally, I didn't have an issue with the missing rotating bezel. I'm used to swipes and taps from my Apple Watch (44mm) and Garmin Vivoactive 3 anyway, so I didn't miss the rotating bezel.
Overall, the responsiveness and the haptics won me over on it but I'll be sending it back due to the size. It did seem like software wise it was a little more refined than the Galaxy Watch which I liked. I'll try to take comparison pics of it later today. What size is your Apple watch?