This study presents PRISM, a probabilistic simplex component analysis approach to identifying the vertices of a data-circumscribing simplex from data. The problem has a rich variety of applications, the most notable being hyperspectral unmixing in remote sensing and non-negative matrix factorization in machine learning. PRISM uses a simple probabilistic model, namely, uniform simplex data distribution and additive Gaussian noise, and it carries out inference by maximum likelihood. The inference model is sound in the sense that the vertices are provably identifiable under some assumptions, and it suggests that PRISM can be effective in combating noise when the number of data points is large. PRISM has strong, but hidden, relationships with simplex volume minimization, a powerful geometric approach for the same problem. We study these fundamental aspects, and we also consider algorithmic schemes based on importance sampling and variational inference. In particular, the variational inference scheme is shown to resemble a matrix factorization problem with a special regularizer, which draws an interesting connection to the matrix factorization approach. Numerical results are provided to demonstrate the potential of PRISM.