Abstract: Apparatus for automatically sequentially applying labels to objects characterized by a plate having an edge defining a V shaped region. A strip transport means moves a label strip comprised of first and second parallel carrier strip portions, having labels adhered thereto bridging said portions, along the upper surface of the plate toward the apex of the V shaped region. The strip transport means then pulls the two carrier strip portions in diverging directions around the edge portions of the V shaped region to thus release the label bridging the carrier strip portions at that point. The label strip has index marks therealong which cooperate with the strip transport means to prevent any cumulative differential linear movement between the carrier strip portions. The index marks comprise points on the strip whose physical characteristics, such as optical, magnetic, electrical or structural enable the marks to be readily distinguished by a sensor from other areas on the strip.