I graduated from my masters 3 years ago, since then I have been working at one of the best universities in the world in research. Despite this, every PhD application I've done has resulted in rejection and many times being told I was a finalist but didn't quite make it or I just don't manage to get the funding. Today marks the most recent rejection. Its so unbelievably disheartening being continuously rejected especially when becoming attached to projects.

I'm assuming the norm isn't to apply to that many PhDs before getting one? I can't tell if it's just not in the cards for me or maybe I'm doing something fundamentally wrong in interviews? I'm not sure what to do as I also feel that at this rate I'll be way too old or have other commitments which will make it too difficult.