Photographer Justin Poulson promotes his services using a realistic-looking thumb-shaped USB drive made from a mold of his own digit.
The software and server company says Intel itself maintains that the server chip family is "nearing the end of its life," though Intel and Hewlett-Packard say Oracle is dead wrong.
At San Francisco conference, chipmaker is offering a peek at the processor code-named Poulson, whose improvements include better power management.
As the processor underpinning Hewlett-Packard's Integrity line, Itanium remains an important component that can't be easily replaced.
While Intel's Tukwila processor will connect to systems in a new way, Poulson will bring changes to the chip itself.
Chipmaker delays a high-end server processor originally expected as long ago as 2007.
Firm still has long-term plans for Itanium, despite the chip's troubles and the popularity of the company's lower-end Xeon products.
Chipmaker launches line of Itanium processors for high-end computing servers, touts three new features.
Company plans to increase the performance of individual cores in the Itanium processor, says a principal engineer at Intel.