This might be obvious to some, but for those for whom it is not, this info is very important. First: only the ribbon is what needs to be pulled out (and inserted later on) not any of the black plastic casing. Second: before you try to pull the ribbon out, you need to flip up the release flap so its vertical (this is the thin black part that is located on the top edge of the black casing). If you don’t do this you will damage the casing or the ribbon or both.