i had the hb ice-55 flasher and didn't like it so i went with a digital sonar and am very glad i don't have to watch a flasher anymore. i needed much more control and the 55 couldn't deliver what i was looking for.
the 35 is the bottom of the barrel, so just about anything is an improvement. should be some sales on the stuff with the poor winter conditions we're having again.
our group has all made the switch to digital or starting with digital sonars. no more flashers.
look at top of the line flashers if you want another flasher. lx5 with lithium shuttle is top of the line marcum. i don't pay attention to flashers anymore. that are not many to pick from that are top of the line. i think three is all i can think of and i had the top of the line hb and i would not recommend it. that leaves 2 more to check out. check what out of warranty repair costs are. the hb ice-55 is 100$ more than marcum. marcum is 80$ no idea what vex is. marcum gives new battery, bag, transducer and motor and what ever is wrong with the unit.
https://www.humminbird.com/support/faqs/RepairFeeshttps://shop.marcumtech.com/product/80-00-service-charge/not sure what keeps you from not wanting a digital sonar, but so you know, you can get a digital unit that draws the same wheel pattern you are used to watching now.
look for better target separation, dual beam stronger wattage, an arm that holds the transducer up high in the water and centered to make landing fish easier. any transducer only needs the air removed under it to work right, so it needs to be an inch or less is all and how i use mine all of the time. the floats don't allow that and using nothing and letting it hang under the ice plate is the worst way to use them. easy to get snagged and frozen into the ice.
for myself, i wanted more charts to be displayed at any given time, so i went with marcum lx7 and upgraded that into the lx9 with the camera so it uses the same display for sonar and has 6 charts to select up to 4 to view at once. the graph is so important to have after having one and using it. the line drawn in non graph form are ok, but don't explain as much as to what is going on nor as well. the lx6 does the same things, but has a slightly higher target separation of 3/4 inch. the hb ice series are 2 inch. the lx7/9 is 1/2 inch.
you can have it include the wheel display you are accustom to viewing now. i think some other brands are offering that view also.