That picture is probably taken on the 335 Luxury model.
As for the specs, I dont think its underspeced as per say.
Did the E90 320i and 320d has any screens when it was first launched?
How do we arrive at a conclusion, if its over/under specced??
I am sure everyone wants 16 speaker Harman Kardon system, Coloured HUD, Bigger I-drive Screens, Sport Steering, Comfort Access, Sunroof but as we all know it, it doesnt come cheap in a BMW.
That being said, compared to the E90....the new F30 has got Auto Start Stop, 8 Speed Transmission, Nicer LCD screen that is glare-proof (and hence no hood like the E90 design, and a lower over dashboard height giving the driver a better view), ECO PRO Mode, TWINPower Turbo engine with higher efficiency and performance and etc, with an almost similar price to the E90. Some of these features are not available in other competitors products.
The new 335 has a similar price like the E90 335 (488k), but now has 16 speakers, Colour HUD, Connected Drive, Brake Energy Regeneration, 4 pot brakes as standard, variable sport steering (ratio changes according to steering angle instead of speed) and etc etc.
Under or over specced??
Cheers