Mine was similar when I bought the car, but not as bad. The F10 has an anti glare coating applied directly to the screen, this can be damaged if not cleaned properly. Previous BMW's had a plastic anti glare cover over the screen that was more resilient.
Some owners have used a mild cutting polish to remove the coating once damaged and either left it un-coated or then applied an anti glare screen protector. If you google this you will find videos showing how to remove the screen to do this.
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