An automatic tape detecting and tape width identifying printing apparatus or tape holder wherein the printing apparatus and tape holder include an optical sensing arrangement having at least first and second optical sensing assemblies. The first and second optical sensing assemblies each, preferably, include a photo transistor and a light emitting diode. The photo transistor is located to receive and detect light from the light emitting diode. The first and second optical sensing assemblies are located to automatically detect the presence or absence of tape within the tape holder. In a preferred embodiment, the first optical sensing assembly is located to automatically discriminate the presence of a particular width, w2, of tape within the tape holder. In addition, the second optical sensing assembly is located to automatically discriminate the presence of a different width, w1, of tape within the tape holder. The presence or absence of tape, and, if present, the width of the tape are automatically detected and a signal indicating such is transmitted from the first and/or second optical sensing assemblies to a controller. The controller prevents operation of the print head in the absence of tape and, when present, controls the print head to print within the width of tape detected. Thus, the present invention automatically prevents damage to the print head or platen of the printing apparatus.