Abstract: The insertion of sealing profiles with a programmable manipulation device, particularly with an industrial robot, is served by an apparatus wherein the sealing profile is conductable via a longitudinal guide matched to the profile shape, being conductable immediately under a pressure roller arranged at a distance therefrom, whereby the pressure roller is driven such that no, or only slight tensile stresses arise in the sealing profile upon insertion. With the help of such an apparatus, for example, door seals can be laid in the receptacle bead of dishwasher receptacles whereby curves of the receptacle bead raise no problems as a result of the compensation of the tensile stresses.