Based on the BOM that published by analyst the 5S has higher margin.
But if calculating the machine wear and tear polishing alumunium vs plastic, hour used to produced, change over time, etc. I believe 5C is more profitable.
The 9 million is channel sales I believe and since apple make contract and telco may need to pay upfront, it valids to count it as sales.
Early adopters also usually want to take the flagship (5S), especially when the price gap is very minimum.
What will be interesting is how the 5C will perform in next quarter.
Note: In Singapore people sell it at lost for 5c (some even sell at $720 vs $848 RRP) to get back their cash.
On the other hand 5S is selling like crazy and people even pay premium 100-400 above the RRP (depends on color and size)