A method and apparatus for determining one or more prices that maximizes revenue for a given demand curve. For determining a single price that maximizes revenue, a geometric analysis of the demand curve is used to find a price that gives a first angle that is equal to a second angle. The first [103] and second [104] angles are calculated using a tangent line that is tangent to the demand curve at the price and reference lines that pass through the demand curve at the price. When the first angle is equal to the second angle [105], the determined price optimizes revenue for the product represented by the demand curve.