1. Apparatus for applying, sequentially, a label to each of a series of containers comprising, a machine base, means for loading a plurality of containers in sequence onto said machine base, means for holding and transporting said containers in spaced apart relationship on said machine base, a label applicator device operative to convey labels individually in succession in a manner such that each label contacts an associated container transported to a position proximate to the label applicator device, a servomotor for controlling the position and velocity of said labels, a microprocessor operatively connected to control said servomotor, a position feedback device coupled to said machine base and to said microprocessor for continually providing information to said microprocessor identifying the location of each of said containers on said machine base, a registration sensor positioned adjacent said labels to identify the position of each said label, said registration sensor being coupled to said microprocessor, whereby said microprocessor utilizes signals provided by said position feedback device and said sensor causes said servomotor to direct each successive label to be applied to a selected position on each successive associated container.