35W hardly counts as ULV or all the 13" MBPs would be using ULV now. It's just a lower power quad-core chip, definitely good for the 13" Pro.
Yeah, I also thought that ~17W is ULV, 35W is a lot of power for a small laptop.
The Ivy CPUs are supposed to have a programmable TDP. They might be able to stick a 45W in the 13'' MBP and throttle it so that things don't blow up. But that would probably be a waste of money, and difficult from a marketing point of view...
Sorry both you guys are correct. It is a good amount
Hopefully that will be in the next quad + a 14" screen in the same footprint