I started looking at 30-something schools, then narrowed it down to 15. Ultimately, I applied to 9, and to be honest, that was probably a mistake. I thought that I would have a hard time getting in considering I'm still in undergrad, but it turned out to be okay since I somehow was accepted to all of them. About half of my schools were 'matches' and the other half were 'reaches' I think. If I had to do it over, I might have applied to some more competitive schools that have more funding to give, instead of middle-range schools that don't offer much funding.