NEW YORK ( TheStreet) -- And then there was the day that Apple's ( AAPL) CEO Tim Cook went to China. But why? That depends on which media outlet is doing the chattering. To The Financial Times, Cook is making his inaugural trip as CEO (Steve Jobs never went) primarily to roll out stores. Wrote The Financial Times: "Apple has only five stores in mainland China and one in Hong Kong, and analysts reckon Cook is likely to pump more money into opening new stores." But before anything else, The Wall Street Journal said Cook traveled to China to meet with officials over the iPad trademark case. The Journal didn't even mention the prospect of adding stores, but brought up the chance of a Chinese acquisition (though they said Apple had $100 billion to play with--not after that dividend.) The Journal also noted that he was "spotted at the Beijing office of the nation's largest mobile operator, China Mobile ( CHL). China Mobile has said it is in talks with Apple about carrying the company's popular iPhone, which is currently offered by its two competitors: China Unicom ( CHU) and China Telecom ( CHA). ZDNet ran with a story called: "Apple chief Tim Cook in China: Three things he could be doing." But none had to do with acquisitions. ZDNet mentioned that Cook might be there to smooth troubles at the Foxconn factory or make a deal with China Telecom to carry the iPhone. Whatever the case, the "could be doing" in the ZDNet headline is an appropriately modest formulation. This is all guesswork--on everyone's part. Not, in the words of Seinfeld, that there's anything wrong with that. A portion of trading involves guesswork, especially with a tight-lipped company like Apple. But guesswork should be labeled as such. Otherwise, when it comes to Tim Cook's magical mystery tour to China, traders will be lulled into believing any single media outlets actually knows what it's talking about.