The SE535 is a revised SE530, which is a revised e500. Very similar triple driver design with some slight tweaks to maintain a $500 price point.
I would have preferred Shure either releasing a new iem to take over the flagship spot like Westone with the UM3X and W4 or just letting the price drop like Logitech with the TF10. It's been 6 years since the e500 came out; they'll need to come out with a bigger update if they want us to keep buying them.
I've mentioned this in the deals thread and the IE80 thread, but the IE80 can be had for $250 if you order it from Amazon.de. I think that's a very good deal for it's level of performance. IE8 would have to be less than $200 to make it worthwhile in this case.