Ultra Max handheld applicator

An applicator for use in applying labels adhered to a release liner, the labels being in the form of a roll. The applicator comprises a body having a trigger and a roll holder for supporting the rolled release liner, an indexer for positioning label formats of varying pitch in the applicator and stripping labels from the release liner, an applicator assembly for applying the labels which were positioned by the indexer, and a friction drive responsive to the trigger for advancing the release liner through the applicator assembly. The friction drive includes a self-adjusting tensioner which includes a drive slip which allows the drive to slip when the label is correctly positioned by the indexer in the applicator. The drive slip includes a slip means for allowing the drive to slip when the label is correctly positioned, enabling the largest pitch label to be completely stripped from the release liner. A quick release allows tension from the friction drive to be released by removing the thrust roller from frictional contact with the friction drive roller is also provided. The indexer includes a slipping actuator to correctly position label formats of varying pitch by causing the friction drive to slip once the label is correctly positioned in the applicator. The applicator includes a label holder which holds the label after the label is completely stripped from the release liner, the label holder is positioned so the label protrudes from the body. The label holder includes two concave channels which hold the label.