Flexible indicia bearing labels are placed on armored electrical cable at spaced apart intervals while the cable is moving continuously from an armoring station to a takeup reel or accumulator. A label dispenser places labels in a U shaped recess of a body which is moveable toward engagement with the cable. Opposed rollers fold one edge of the label over into engagement with the surface of the cable and the other edge of the label over onto itself in overlapping relationship. The cable is passed through a heat tunnel to shrink the labels into tight engagement with the cable. A controller monitors movement of the cable and controls actuators for applying and folding labels onto the cable at spaced apart intervals.