According to the U.S. Mint:
Because of the expected overwhelming response, dialog with our customers and many others interested in the 50th Anniversary Kennedy Half-Dollar Gold Proof Coin, the United States Mint is reducing the over-the-counter purchase limit to one unit per customer.
This change in the purchase limit will give more members of the public an opportunity to purchase this popular coin, essentially doubling the number of customers able to purchase it. The number of units available at each retail location (Philadelphia and Denver facilities, Washington, D.C., headquarters and Chicago ANA World’s Fair of Money) will remain the same. There will be 500 units available initially at each United States Mint location (Philadelphia, Denver and Washington) and an additional 100 units per day for the first three days after the product launch. There will be 2,500 at the ANA, 500 available per day of the convention.
The household ordering limit of five will remain the same.
UPDATE: The price effective for the August 5 opening day of sales for the 2014 50th Anniversary Kennedy Half-Dollar Gold Proof is $1,240. See the U.S. Mint’s online catalog for more information.
NOTE: Usually I do not post press releases directly since there are many other places to see these announcements. Since there has been a lot of interest in these coins, I am posting this as a service to my readers.