A device for applying segments of absorbent articles includes a cutting station for cutting a continuous web into segments and an applicator station for applying each segment on a respective absorbent article. A plurality of carrier units, each includes a pad for retaining and transferring a segment from the cutting station to the applicator station. The pad fully rotates about a main axis to transfer the segment from the cutting station to the applicator station and return to the cutting station and, from the cutting station to the applicator station, rotates at least 90° about its axis of rotation to orient the segment transverse to the feed direction of the absorbent article. A first movement member moves one or more first carrier units about the main axis and a second movement member moves one or more second carrier units separately from the first carrier units about the main axis.
