To my understanding Intel tried to move from x86 with Itanium. That's the consumers who wanted it to linger around.
It is still a common belief Intel created the Itanium to fool the proprietary unix vendors into thinking they can stop developing their own RISC CPU, but as soon as it happened, Intel gave up on Itanium as well. Solaris lasted a little bit longer only because Sun gave up early on Itanium.