Steve used to say to me, and he used to say this a lot, "Hey Jony, here's a dopey idea."
And sometimes they were. Really dopey. Sometimes they were truly dreadful. But sometimes they took the air from the room and they left us both completely silent. Bold, crazy, magnificent ideas. Or quiet simple ones, which in their subtlety, their detail, they were utterly profound.
And just as Steve loved ideas, and loved making stuff, he treated the process of creativity with a rare and a wonderful reverence. You see, I think he better than anyone understood that while ideas ultimately can be so powerful, they begin as fragile, barely formed thoughts, so easily missed, so easily compromised, so easily just squished.
— Jonathan Ive
Quote from Apple's special event on Steve Jobs (the timer is set to 0:52, where Jonathan starts to speak):