I think HP had a big investment in Itanium and even sued Oracle to get them to keep supporting Itanium (they had contractually agreed to it, but Itanium was such a dead end...)
They did, IIRC back in the late 00s they were also paying IBM to port software to HP-UX on Itanium, because I remember I was given a machine to play with and was asked to produce builds of some components.
From what I remember the only drama was that there was a missing pthread_ API implementation on the platform, might have been pthread_gettime or something.
Compared to the HP-UX on PA-RISC box I had access to at the time, the performance was amazing!
They had bet 100% on it killing PA-RISC and DEC Alpha. They ported HP-UX, OpenVMS and NonStop to it. All 3 of them were tangled up in long running enterprise and government contracts.
They since discontinued HP-UX, offloaded OpenVMS and ported NonStop to x86-64.