Star Wars is a pop culture monster now. Star Trek swims in the kiddie pool, afraid to take any real chances.
No question Star Wars is more culturally iconic, but are you suggesting Star Wars is willing to take chances? Star Wars hasn't taken a chance since the release of the original. Their first movie of the new Star Wars era was basically the same exact plot as the first.
For new output I'd put them both about equal. Both are pretty good, quite entertaining, not great. I guess Star Wars gets the edge on production value. Based on historical I enjoy the first three Trek series more than Star Wars. A movie franchise that took me on a couple great fun adventures versus a show that created a universe.
(I know, Star Wars has a universe too, but most of its character is tied up in good and evil with no gray hues and only takes on real robustness in the imagination of the hardcore fans.)