 It was not until the 1980s that the building's apartments sold for incredibly high prices.In 1937, one of the first well-known residents was John D. Rockefeller, Jr., who moved into 15B, a three-storey triplex that many still consider New York's crown jewel apartment.According to New York City real estate lore, "whoever inherits the biggest penthouse at 740 inherits the throne of New York society itself."