Apparatuses, methods, and storage media for modifying augmented reality in response to user interaction are described. In one instance, the apparatus for modifying augmented reality may include a processor, a scene capture camera coupled with the processor to capture a physical scene, and an augmentation management module to be operated by the processor. The augmentation management module may obtain and analyze the physical scene, generate one or more virtual articles to augment a rendering of the physical scene based on a result of the analysis, track user interaction with the rendered augmented scene, and modify or complement the virtual articles in response to the tracked user interaction. Other embodiments may be described and claimed.