I've heard many people comparing the TDP of the Intel solution tested in the article (i7-4500U & Nvidia Geforce 750M) to the new APU tested.
The 15W reported by Intel is not directly comparable to the 35W claimed by AMD. The APU includes, among others, the more powerful GPU on the CPU die, which is handled on the Intel system in the benchmarks by the Nvidia card. The power budget of the Nvidia is not included in the 15W figure.
The methodology used to derive these TDP specs is also not known and likely differs between the manufacturers.
The only proper way to compare the power consumption would be to do a full system power measurement of two comparable devices.