An apparatus for printing variable information on a tape to form a tape segment, applying the tape segment onto an object, and cutting the tape segment includes a printer for printing information onto the tape segment. A controller controls the printer in response to input to vary the information printed onto the tape. The printed tape segment is transported to a location for application onto the object and is cut. The unwind tension of the tape as the tape is removed from the tape roll is controlled to present the tape to the printer at a substantially uniform speed and to reduce jerkiness of the tape. The information is registered such that it is placed at a predetermined location on different tape segments.