Cook's is making his visit at a trying time for the company in the country. It is currently locked in an ongoing over the iPad trademark, which threatens to ban Apple's tablet sales in the country. Regulatory offices in China are currently investigating the matter as a Chinese court prepares to make a decision on the case.

Apple is also facing negative publicity for the alleged poor working conditions at its suppliers' factories in China. In January, the company also decided all iPhone 4S sales at its physical retail outlets after eggs were thrown at one of its Beijing Apple stores.

Cook's visit could help stabilize the company's image in China after a string of negative publicity events, said Mark Natkin, managing director for Beijing-based Marbridge Consulting.

"I think they realize on multiple fronts, it's very important for them to establish strong relationships and then project the most positive image as possible," he said. "If they are smart, they will be working very hard to strengthen their government relations."

In October, Cook said China has become the company's behind the U.S. The country is expected to become the world's largest smartphone market this year, according to research firm IDC.