Hi
It has been a "Ford vs Chevy" race for the last two decades at least. Some love Altera, some love Xilinx. There has always been a couple of "other guys" in the race that might pull ahead someday. Each of them go through generations of their tool suite. When they do there is much mashing of teeth and "how could they make this crap" going on. A few years later, it all calms down and the world wonders how they ever got along without the new tools. Every so often one or the other moves ahead in a significant way. A few years later things are same /same between them. Right now Altera has a Max 10 with built in flash, one would guess that Xilinx will have one "real soon now".
What hasn't changed much over the years:
1) Altera really loves to sell you various licenses for the IP, Xilinx is a bit more willing to give you stuff like DSP for free.
2) Altera will let you do things in a schematic entry format, Xilinx has never been real happy about this sort of thing. Both really like the idea of some sort of high level language coupled with their "wizards".
3) Altera seems to be more tolerant of "clone" programming hardware. They still nuke the stuff from time to time. It's a close race in terms of who is more hostile ...
Bottom line, you can do just fine with one or the other. If you flip back and forth, there is a lot of learning in terms of their latest toolchain.
Will this change in the future?
Altera *might* get cheaper based on "last generation" Intel fab utilization ... it also could get more expensive. Cheap isn't Intel's biggest feature.
Xilinx could get bought by Taco Bell. Who knows what happens as a result.
CPU <-> FPGA links could become a big deal. So far nobody really has that stuff worked out down all the way through the tool chain. In fairness, getting that all worked out is a really complicated task.
"Somebody Else" could pull ahead of the big 2. Since everybody is bound by the same fab issues, that's going to be tough.
Best guess, past performance does predict the future in this case.
Bob