Tape Printing Apparatus

A printing apparatus comprising:

• a receiving area configured to receive a medium holding case;
• a medium holding case located in said receiving area and holding a supply of an image receiving medium, the medium holding case having an outlet through which the image receiving medium can be fed out and a recess for accepting a print head;
• and
• a platen arranged to feed the image receiving medium selectively in one of a forward and reverse direction;
• a print head arranged to print an image on the image receiving medium while the medium is fed in the forward direction;
• an arcuate guide portion partially encasing the platen and movable relative to the surface of the platen, said guide portion having an inoperative position in which it is spaced from the print head to permit the medium holding case to be received, and an operative position wherein the guide portion is moved to be proximate to the print head, whereby the guide portion in the operative position restricts movement of the image receiving medium in a direction perpendicular to the forward and reverse direction.