An apparatus and method is provided for the automated bending of continuous reels of metal strips, particularly for the bending of sharpened metal strip into steel rule dies. A sequence of steps is provided to perform a number of bends in the strip, at various positions on the strip, and of various magnitudes, in order to approximate the shape desired. Data containing the shape to be produced is introduced into a programmable computation and control system, which also contains data regarding the physical characteristics of the metal strip. An optical detection system is used to detect the shape produced at every step, and an electrical signal is fed back from the detection system into the computation and control system to compensate for any errors, particularly those errors caused by springback of the metal strip.