3.73 can give you slightly better gas mileage for majority highway driven miles.
4.10 will give you more power low end, better for wheeling or general use.

Glad to see they opened up 4.10 for the automatic again. In October '12 it wouldn't let the dealer order 4.10 on automatic when I was ordering mine. I wanted manual but was an interesting point at the time.

 

If you are staying with stock tire size go with the 3.73. With the new auto (check the gear ratios compared to the old 4 speed auto) and a Rubi transfer case you will have plenty of grunt.

If you plan to go 35" or bigger get the 4.10s.

 

I would definitely go with 4.10's. Especially if you plan on going with a bigger tire, which many do

 

if you are staying with stock size tires you really need to find one to test drive before making your order. Spoke to a guy the other day who has the 4.10's with auto and he says he wished he had 3.73's or even 3.21's with the new 3.6 and automatic. His previous rubicon was a 3.8 auto with 4.10's and he said this is way different and would be better suited with different gearing.

 

For sure the 410's are the way to go. Alot cheaper to get them from the factory. I'm sure that one day you'll be upgrading to a larger tire.

 

Rubicons and 4:10s go together like peanut-butter and jelly.

 

I don't know if the issue of this Rubicon being a 10th Anniversary model that will be kept as delivered from the factory would play into the equation of deciding which to get but this will be a one time decision. What's the bottom line folks? Remember, this is a one time decision.

 

again find some to test drive. that way you will know exactly how they feel.

 

Before any of these gearing options, Rubicons always came with 4.10s. I say go for the 4.10s I for one like the added torque the 4.10 provides with the auto trans and I know I don't have to regear when I move up to 35s. Even driving the stock 32s and now 33s, I have no complaints and love the combo....We all chose to drive Jeeps and modding it is part of the enjoyment. Just like BigRedJK mentioned about PB&J, fuel economy and JKs is like water and oil, they don't mix we'll together....

 

I simply don't see the downside of getting 4.10s with your Rubicon.