Power consumed in external resistance R is P=(R+r)2E2R.
To find maximum, differentiate with respect to R:
dRdP=E2(R+r)4(R+r)2−2R(R+r)=E2(R+r)3r−R.
dRdP=0 gives R=r.
This is the maximum power transfer theorem: maximum power is delivered when the external load resistance equals the source internal resistance.