Energy for each coulomb
The cell gives each coulomb \(\varepsilon\) joules. The coulomb gives up \(Ir\) of it in getting through the cell’s own materials and the rest, \(IR\), in the external circuit: \(\varepsilon = IR + Ir\). The equation in the data booklet is that energy balance.
What you notice
The potential difference at the terminals depends on the current. With nothing connected, \(I = 0\), no volts are lost and a voltmeter across the cell reads the emf. Draw a large current and the reading drops. Car headlamps dim for a moment when the starter motor runs, because the motor draws hundreds of amperes and the lost volts inside the battery become large.
Why a flat battery still “has its voltage”
As a cell runs down, its internal resistance rises. Measured with a voltmeter, which draws almost no current, it may still read close to its emf, yet it cannot supply a useful current without most of that being lost inside it.