Abstract: An applicator for applying pressure sensitive adhesive labels that have no memory or are "limp" is characterized by the use of a transfer wheel having a resilient perforate surface through which a vacuum is applied to pick a label off of its supporting web. This can be done without the need to waste the label. The label so picked up0 by the transfer wheel is then applied to a product with the resilient surface effecting a pressured squeegeeing action to firmly adfix the label.